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.
|Place of Publication||Melbourne Australia|
|Publisher||Oxford University Press Australia and New Zealand|
|Number of pages||494|
|Publication status||Published - 22 May 2019|