Services Marketing Management: A Strategic Perspective, 2nd Edition

‘An up-to-date, comprehensive and truly global treatment of services marketing management with new insights for every reader.’
Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of Discovering the Soul of Service

‘This book is a very valuable addition to the services marketing literature. Its logical structure and clarity of expression will make it extremely appealing to students and lecturers.’
Steve Oakes, University of Liverpool

‘This is a must for students, teachers and practitioners in services marketing.’
Kjell Grønhaug, Norwegian School of Economics and Business Administration

‘This is an academically rigorous text with a strong European focus – excellent.’
Jill Brown, Portsmouth Business School

‘Services Marketing Management: a comprehensive and completely up-to-date book based on an excellent combination of modern theory and actual practice.’
Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main

‘This excellent textbook has got what it strongly deserved: a second edition. I particularly appreciate:

• the consequent focus on market and customer orientation

• the integration of business-to-business services

• the overarching HRM perspective and

• the refined didactic approach not self-evident in other service management textbooks.

What a service for the reader!’
Bernd Günter, Heinrich-Heine Universität, Düsseldorf