Summary
Increasingly, more attention is being given by businesses to the implications of services provision and how services can be best managed and marketed. This text has been written to provide an understanding of the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. With a practical focus, it provides the necessary skills to analyse those successful service strategies that create customer value, achieve customer satisfaction and foster long term brand loyalty for a broad range of services. The text sequentially examines the various services marketing concepts, allowing students to develop conceptual frameworks that will enable to them to critically analyse the marketing activities of selected Australasian service organisations, and therefore be able to develop strategies to apply those concepts.
Bill Chitty is a Lecturer in Marketing at the Murdoch Business School, where he teaches both undergraduate and postgraduate units in integrated marketing communication, services marketing, and marketing management. He has also lectured in marketing for the Singapore National Employer Federation-Murdoch University Commerce programme, and for the Murdoch MBA programme in Manila. Andrew Hughes is a marketing lecturer at Australian National University. His research focuses on Political marketing, celebrity marketing, branding, advertising (especially television advertising), strategy, services marketing and non profit marketing. Dr Steven D'Alessandro is a Senior Lecturer in marketing at Macquarie University. He has published 58 refereed papers in leading international journals (including the European Journal of Marketing, International Marketing Review, Psychology and Marketing, Journal of Marketing Theory and Practice and Applied Economics) books, and conferences.
