Services Marketing Management : An International Perspective

Contents: Preface. 1. Understanding services in economic and business sense. 2. Services and international marketing an introduction. 3. Services management and marketing. 4. Service dominant logic marketing. 5. Classifying services. 6. Services environment. 7. Consumer buying behaviour and market segmentation. 8. Customer relationship management. 9. Consumer-brand relationships: a study in the services. 10. Managing service relationships in a global economy. 11. Customer relationship management. 12. Marketing communications. 13. Strategic service management. 14. Marketing environment. Bibliography.

Services Marketing Management : An International Perspective provides students with an understanding of services marketing in an international context. Based on the author’s views abut the essence of marketing in concepts such as market orientation, long-term relationships, quality and ultimately, satisfaction, this unique book includes the latest developments.