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Services Marketing Management builds on the legacy of its earlier version to offer a clear and accessible guide to the management and marketing of services. Now in its third edition, this book has been carefully updated to reflect the evolving dynamics of the service industry. The text has been enhanced with pedagogical features, including exercises and mini cases, that support student learning and strengthen practical understanding. New material has been added on topics such as the impact of the Internet on service delivery, the role of call centres and the service encounter, and comprehensive insights into customer relationship management (CRM). Additional discussions focus on the importance of frontline employees, internal marketing, and the challenges associated with revenue management in balancing demand and capacity. Designed for students in marketing, business, and hospitality courses, Services Marketing Management clearly demonstrates the application of theoretical principles in real-world scenarios. A web-based lecturer resource further complements the text, making it an invaluable tool for both learning and teaching.
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