Services Marketing: A Contemporary Approach

Services, whether online or offline, are important in modern economies in which the understanding is that ‘we are all in services. Services Marketing, a subset of the field of Marketing has evolved and developed a range of theories and models all focused on providing superior service offerings to today’s market and its growing expectations of service delivery. New research provides additional contemporary insights into this dynamic and developing area. This text seeks to address the current research and its managerial implications, as well as the impact of Covid-19 on services marketing, by including new case studies and integrating new research results and new perspectives on the various aspects of services. A new chapter on Technology and its use in services marketing has also been included in this edition.