Services Marketing, second edition, helps readers develop a practical understanding of services marketing through a problem-based, hands-on learning approach. It includes industry examples that highlight services marketing in action, and contemporary case studies that encourage reflection and the application of theory to real-life situations. With a focus on current theory and practice, this text explores marketing opportunities that arise from service-based economies and shows readers the need for services marketing in creating customer value.

NEW TO THIS EDITION

• Focused on the application of theory to practice, with an emphasis on the impact of electronic devices on services marketing in a post-GFC world
• New and updated chapters on:
  • Developing Service Products (Ch.5)
  • The Service Delivery Process and Self-service Technology (Ch.6)
  • Complaint Handling and Service Recovery (Ch.12)
• Updated to include relevant case studies and examples, including:
  • Emerging customer segmentation in banking
  • Australian tourism and its economic impact
  • Centrelink debt recovery program (Robo Debts)
  • Cyber security in the digital economy
  • Innovation in education services (Coursera)
  • Digital service in smart-home systems (Google Home).

KEY FEATURES

• Introductory vignettes introduce key concepts and learning objectives provide a roadmap for learning
• ‘Services in Action’ boxes provide industry examples and insights reinforce the concepts covered in each chapter, and equip readers with the skills and knowledge they need to deal with the realities of the profession
• Revision questions draw out the key concepts from each chapter, allowing readers to test and consolidate their understanding of key topics
• Case studies with domestic and global examples help apply theories to real-life business situations, and provide focused learning with questions prompting readers to probe deeper into the implications for services marketing
• Further reading lists and weblinks provide additional sources for study.

PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS
1. An Overview of Services Marketing
2. Market Segmentation and Service Positioning
3. Customer Decision-making
4. The Service Encounter
PART 1: CASE STUDIES
A. Nomads: A New Banking Customer Segment
B. Tourism adds $120 Billion to the Australian Economy
PART 2: MARKETING STRATEGIES FOR SERVICES

5. Developing Service Products
6. The Service Delivery Process and Self-service Technology
7. Pricing Service Products
8. Managing Productive Capacity and Customer Demand
9. Marketing Communications for Service
PART 2: CASE STUDIES
C. Take a Break
D. Trick or Treat: Cyber Security in Australia
PART 3: DELIVERING SERVICE VALUE
10. The Service Experience
11. Customer Satisfaction and Service Quality
12. Complaint Handling and Service Recovery
13. Customer Relationship Management
PART 3: CASE STUDIES
E. Google Home: the Smart-home Service
F. Unruly Passengers

William Chitty – Former Lecturer in Marketing, Murdoch Business School, Murdoch University
Steven D’Alessandro – Professor, School of Management and Marketing, Charles Sturt University
David Gray – Adjunct Associate Professor, School of Management and Marketing, Charles Sturt University; and Honorary Fellow, Department of Marketing and Management, Macquarie University
Andrew Hughes – Lecturer, Research School of Management, Australian National University

The following resources are available for lecturers who prescribe Services Marketing, second edition, for their course:

• Instructor’s Resource Manual
• PowerPoint slides
• Test bank, with:
  • Multiple choice questions
  • True/false questions
  • Short answer questions.

For more information about the resources for Services Marketing, second edition, please contact your Oxford Learning Resource Consultant.