For undergraduate and graduate services marketing courses. The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

For undergraduate and graduate services marketing courses. The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today. NEW! Get students to build on their principles of marketing knowledge: Revised Framework. The text is organized around a revised framework that seamlessly builds on the topics learned in a principles or marketing management course: Part I explains the nature of services, how to understand services, how consumer behavior relates to services, and how to position services. This part lays the foundation for studying services and learning how to become an effective service marketer. Part II covers the development of the service concept and its value proposition, and revisits the traditional marketing mix—Product, Place, Price, and Promotion—expanding each of the 4 P’s to apply to specific services characteristics. Part III focuses on managing the interface between customers and the service organization. It covers the additional 3 P's (Process, Physical Environment, and People) that are specific to services marketing. Part IV addresses four key issues in implementing and managing effective services marketing. These four issues include building customer loyalty, complaint handling and service recovery, improving service quality and productivity, and striving for service leadership. NEW! Show students the use new social media outlets: New Coverage of Technology. This text addresses new applications of technology that cover topics like Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce. The opportunities and challenges that new social media poses for customers and service marketers are woven throughout this edition. NEW! Encourage concept application: New and Revised Cases. This edition features an exceptional selection of up-to-date, classroom-tested cases of varying lengths and levels of difficulty—the majority of which were written by the authors. This selection provides even broader coverage of service marketing issues and application areas, with cases featuring a wide array of industries and organizations, ranging in size from multinational giants to small entrepreneurial start-ups, and from nonprofit organizations to professional service firms. Some examples include: Banyan Tree Hotels & Resorts Distribution at American Airlines Revenue Management of Gondolas Provide students with a snapshot of the coming chapter: Opening Vignettes. The opening vignettes in the beginning of each chapter of this text highlight key issues and questions addressed within the chapter. Present topics for classroom discussion: Three Boxed Inserts. The three types of boxed inserts found throughout the chapters of this text, lend themselves well to in-class discussions: Best Practice in Action—demonstrations the application of best practices. Research Insights—summaries of relevant and often provocative academic research. Service Perspectives—in-depth examples that illustrate key concepts.

NEW! Get students to build on their principles of marketing knowledge: Revised Framework. The text is organized around a revised framework that seamlessly builds on the topics learned in a principles or marketing management course: Part I explains the nature of services, how to understand services, how consumer behavior relates to services, and how to position services. This part lays the foundation for studying services and learning how to become an effective service marketer. Part II covers the development of the service concept and its value proposition, and revisits the traditional marketing mix–Product, Place, Price, and Promotion–expanding each of the 4 P’s to apply to specific services characteristics. Part III focuses on managing the interface between customers and the service organization. It covers the additional 3 P's (Process, Physical Environment, and People) that are specific to services marketing. Part IV addresses four key issues in implementing and managing effective services marketing. These four issues include building customer loyalty, complaint handling and service recovery, improving service quality and productivity, and striving for service leadership. NEW! Show students the use new social media outlets: New Coverage of Technology. This text addresses new applications of technology that cover topics like Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce. The opportunities and challenges that new social media poses for customers and service marketers are woven throughout this edition. NEW! Encourage concept application: New and Revised Cases. This edition features an exceptional selection of up-to-date, classroom-tested cases of varying lengths and levels of difficulty–the majority of which were written by the authors. This selection provides even broader coverage of service marketing issues and application areas, with cases featuring a wide array of industries and organizations, ranging in size from multinational giants to small entrepreneurial start-ups, and from nonprofit organizations to professional service firms. Some examples include: Banyan Tree Hotels & Resorts Distribution at American Airlines Revenue Management of Gondolas