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Published: 13 June 2019

496 Pages


ISBN: 9780190303167

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This text is published by OUP Higher Education Division

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 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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