Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily

This text provides an overview of the characteristics and underlying principles of delivering services in today's marketplace, and places these issues in the co

This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world

This text explores both concepts and techniques of marketing for a broad range of service categories and industries. The authors show that different categories

Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented man