Services Marketing

Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book’s content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.

New Features

Increased focus on customer expectations and perceptions and what they imply for marketers.

Increased coverage of business-to-business service applications.

Two new and original cases were written specifically for this textbook: one on JetBlue’s service disaster in 2007 and one on Caterpillar’s decision to become an integrated solution provider. Students are thrown into the real world concepts involved in company’s services.

Increased technology and Internet coverage, including updated “Technology Spotlight” boxes in each chapter.