Services marketing

William Chitty, Steve D'Alessandro, David Gray, Andrew Hughes

Research output: Book/ReportTextbook/Reference book

Abstract

Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.
Original languageEnglish
Place of PublicationMelbourne Australia
PublisherOxford University Press Australia and New Zealand
Number of pages494
Edition2nd
ISBN (Print)9780190303167
Publication statusPublished - 22 May 2019

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Chitty, W., D'Alessandro, S., Gray, D., & Hughes, A. (2019). Services marketing. (2nd ed.) Oxford University Press Australia and New Zealand.