Essentials of Services Marketing

Offering a comprehensive view of a field that is evolving at an unprecedented pace, essentials of services marketing, third edition, is a concise, reader-friendly guide to marketing and managing services. Encompassing pioneering service concepts and the latest developments, academic research as well as managerial insights, this book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy. the book uses a systematic learning approach. Each Chapter has clear learning objectives, an organizing framework that provides a quick overview of the chapter’s contents and line of argument, and Chapter summaries in bullet form that condense the core concepts and messages of each Chapter opening vignettes and boxed inserts within the chapters are designed to capture student interest and provide opportunities for in-class discussions. They describe significant research findings, illustrate practical applications of important service marketing concepts, and describe best practices by innovative service organizations. Contains the most relevant contexts of services marketing based on the Indian perspective in the form of relevant examples, theoretical questions, practical exercises, activities and references. A simple demonstration of concepts with appropriate figures/images for better understanding. The book also shares an overview of other global services marketing aspects along with examples in a lucid manner.