A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Sixth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases. For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.
A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Insightful guide for modern service marketing professionals.
Who is this book for?
If you're involved in service industries, this book offers a comprehensive overview of the latest marketing strategies tailored for the 21st century. Its mix of theory and real-world examples makes complex concepts approachable, and the updated case studies keep it relevant. It’s a fantastic resource to sharpen your skills and stay ahead in a competitive landscape.
