Overview

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with thedefinitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogyadopted by this text. That approach is warranted for two reasons:- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

ISBN-13

9780190303167

ISBN-10

0190303166

Weight

2.20 Pounds

Dimensions

8.00 x 0.75 x 9.75 In

List Price

$90.00

Edition

2nd Edition

Format

Paperback

Language

English

Pages

496 pages

Publisher

Oxford University Press

Published On

2019-09-18



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