Comprehensive textbook on services marketing and customer relationship management.

Organized around a strategic marketing framework, Services Marketing provides with maximum flexibility for instructors in structuring the course for teaching and at the same time guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect the current services marketing scene. The examples of practical application of concepts help in bridging the gap between theory and practice. It has a strongly managerial perspective, but is rooted in solid recent academic research.