Services Marketing: Integrating Customer Focus Across the Firm

by McGraw-Hill Education

"Services Marketing," 6/e, is written for students and businesspeople who recognize the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries.
In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.

Genres: Business, Management, Nonfiction

700 pages, Hardcover

First published July 1, 1902

About the author

McGraw-Hill Education traces its history back to 1888 when James H. McGraw, co-founder of the company, purchased the American Journal of Railway Appliances. He continued to add further publications, eventually establishing The McGraw Publishing Company in 1899. His co-founder, John A. Hill, had also produced several technical and trade publications and in 1902 formed his own business, The Hill Publishing Company.

In 1909 both men agreed upon an alliance and combined the book departments of their publishing companies into The McGraw-Hill Book Company. John Hill served as President, with James McGraw as Vice-President. 1917 saw the merger of the remaining parts of each business into The McGraw-Hill Publishing Company, Inc.

Reviews

[Awais · Rating 4 out of 5]

Very good book I recommend must especially for those who are in service industry.

[Greg · Rating 2 out of 5]

This is a pretty lousy textbook. It is overly theoretical and the useful material could have been presented much more succinctly in about 250 pages.

[Pankaj Wagh · Rating 4 out of 5]

Essential for marketing Student's who are looking to work in service sector.

[المهند السبيعي · Rating 4 out of 5]

Very informative yet too academic style, you might get bored easily but be patient and you will learn a lot

[Saba Ahmad]

Extremely helpful

[Dr.Ata Homayoun · Rating 5 out of 5]

gr8 book!

[Cantrelle Peppin · Rating 4 out of 5]

Covers all the necessary topics (and then some) of service marketing.

[Babak Hazaveh · Rating 3 out of 5]

وجه آکادمیک و تئوری آن بر وجه کاربردی آن غلبه دارد؛ با این وجود بینش خوبی درباره ویژگی‌های بازار خدمات می‌دهد.