Services Marketing Management A Strategic Perspective

In order to deliver excellent service quality it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the student with an overview of services marketing from this clear strategic orientation. It includes: A linked set of five core guiding principles: market orientation, assets and capabilities, characteristics of services and the value concept A new chapter on electronic services Many 'Service Practice' boxes, featuring examples from all over the world End of chapter review questions and practical assignmentsFull length case studies at the end of the book, with accompanying exercisesKasper, Hans is the author of 'Services Marketing Management A Strategic Perspective', published 2006 under ISBN 9780470091166 and ISBN 0470091169.