Services Marketing: Concepts, Strategies, & Cases

Services marketing is essential for service firms and a competitive advantage for companies that market tangible products. This edition presents services marketing as an essential focus and addresses current global issues, technological advancements, and recent challenges, providing valuable insights for business success.

Format: Paperback / softback
Length: 448 pages
Publication date: 27 March 2023
Publisher: Cengage Learning, Inc

Services marketing is a crucial aspect for service firms, as it provides a competitive advantage in the market. This comprehensive textbook, SERVICES MARKETING: CONCEPTS, STRATEGIES AND CASES, 6e, offers a unique perspective on services marketing, presenting it as an essential focus for service firms and a strategic advantage for companies that market tangible products. The book is divided into fifteen streamlined chapters, each covering different aspects of services marketing.

One of the key strengths of the book is its emphasis on current global issues. The latest examples and interesting end-of-chapter cases address topics such as environmental, societal, and governance (ESG) issues, as well as changing consumer markets. This approach ensures that readers are well-informed about the latest trends and challenges in the industry.

In addition to its coverage of global issues, the book also introduces readers to technological advancements like robotics and artificial intelligence in services marketing. It discusses the implications of these advancements for service providers and provides practical insights for businesses seeking to leverage these technologies for success.

Another important aspect of the book is its focus on recent challenges faced by the industry. The consequences of the pandemic, stressed employees, and disruptive customers are discussed in detail, providing valuable insights for businesses seeking to navigate these challenges and thrive in the current environment.

The book's comprehensive and current approach to services marketing makes it an invaluable resource for students, professionals, and anyone interested in the field. Its practical global perspective provides a valuable insight into the challenges and opportunities that exist in the services industry, and its comprehensive coverage of topics ensures that readers gain a deep understanding of the subject matter.

In conclusion, SERVICES MARKETING: CONCEPTS, STRATEGIES AND CASES, 6e, is a must-read for anyone interested in services marketing. Its comprehensive coverage of global issues, technological advancements, and recent challenges makes it an invaluable resource for students, professionals, and anyone seeking to gain a competitive edge in the industry.

Weight: 794g
Dimension: 278 x 218 x 16 (mm)
ISBN-13: 9780357718308
Edition number: 6 ed