Journals Higher Education

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496 Pages

9.8 x 8.0 inches

ISBN: 9780190303167


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Ebook


Bookseller Code (06)

Services Marketing

Second Edition

William Chitty, Steven D'Alessandro, David Gray, and Andrew Hughes

  • A 'problem-based' learning approach, written in a relaxed style to encourage students to read, and develop, a practical applied understanding of services marketing rather than merely learning definitions.
  • Services in Action' boxes - put the theory into context and provide practical and contemporary examples of Services Marketing in Action.
  • Industry Insights - Examples of services marketing in industry provide additional case examples.
  • Case Studies - are grouped at the end of each Part. These are a 'time out' for students to apply the theory discussed in each part to real-life business situations. Case studies provide focussed learning with questions provided to frame the case and offer students the opportunity to probe deeper into the implications for services marketing.

New to this Edition:

  • New author, David Gray
  • A strong focus on application of theory to practice
  • Updated case studies and current examples
  • New chapters: Chapter 5 'Developing Service Products' - Chapter 6 'The Service Delivery Process and Self-service Technology' - Chapter 12 'Complaint Handling and Service Recovery'
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