Principles of Services Marketing

Principles of Services Marketing, now in its seventh edition, has been meticulously updated to reflect the latest trends and developments in the ever-evolving landscape of services marketing. In this edition, Adrian Palmer presents a robust framework that clarifies how effective service marketing drives value creation in both emerging and global economies. The text is structured to enhance understanding of key themes such as efficiency, accessibility, and customer experience. Opening vignettes introduce each chapter's core concepts through everyday scenarios that make the content relatable, while longer case studies featuring well-known companies offer practical insights into real-life applications. In addition, "In Practice" highlights how service organizations around the world deliver memorable customer experiences, and "Thinking Around the Subject" boxes challenge readers to consider the realities of implementing theory. Expanded coverage of current topics - ranging from service dominant logic and servicescapes to the integration of social media - ensures that readers are equipped with the most up-to-date knowledge in the field. New chapters further explore service systems and the experiential aspects of service consumption, emphasizing the broader impact of marketing in public services and not-for-profit organizations. With 554 pages of in-depth analysis and practical examples, this seventh edition of Principles of Services Marketing remains an essential resource for anyone looking to master the art and science of services marketing.