Salient Features
Revised Framework: Gets students to build on their principles of marketing knowledge
New Coverage of Technology: Shows students to use new social media outlets like the Internet-based strategies and biometrics, search-engine optimization, Twitter, and M-commerce
New Cases: Encourages concept application. Examples include:
Case on Radio Spicy
Case on Mantis
Opening Vignettes: Provide students with a snapshot of the coming chapter
Three Types of Boxed Inserts: Present topics for classroom discussion
Best Practice in Action–demonstrates the application of best practices
Research Insights–presents summaries of relevant and often provocative academic research
Service Perspectives–offers in-depth examples that illustrate key concepts

Organized around a strategic marketing framework, Services Marketing provides with maximum flexibility for instructors in structuring the course for teaching and at the same time guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect the current services marketing scene. The examples of practical application of concepts help in bridging the gap between theory and practice. It has a strongly managerial perspective, but is rooted in solid recent academic research.