{"product_id":"services-marketing","title":"Services Marketing","description":"Successful businesses recognize that the development of strong customer relationships through \u003cspan\u003equality service (and services) as well as implementing service strategies for competitive advantage \u003c\/span\u003e\u003cspan\u003eare key to their success.\u003c\/span\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eIn its fourth European edition, \u003cb\u003e\u003ci\u003eServices Marketing: Integrating Customer Focus across the Firm \u003c\/i\u003e\u003c\/b\u003e\u003cspan\u003eprovides full coverage of the foundations of services marketing, placing the distinctive Gaps model \u003c\/span\u003e\u003cspan\u003eat the center of this approach. The new edition draws on the most recent research, and using up-to-date \u003c\/span\u003e\u003cspan\u003eand topical examples, the book focuses on the development of customer relationships through \u003c\/span\u003e\u003cspan\u003eservice, outlining the core concepts and theories in services marketing today.\u003c\/span\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eNew and updated material in this new edition includes:\u003cbr\u003e• New content related to human resource strategies, including coverage of the role of \u003cspan\u003erobots and chatbots for delivering customer-focused services.\u003c\/span\u003e\u003cbr\u003e• New coverage on listening to customers through research, big data, netnography and \u003cspan\u003emonitoring user-generated content.\u003c\/span\u003e\u003cbr\u003e• Increased technology, social media and digital coverage throughout the text, including \u003cspan\u003ethe delivery of services using mobile and digital platforms, as well as through the \u003c\/span\u003e\u003cspan\u003eInternet of Things.\u003c\/span\u003e\u003cbr\u003e• Brand new examples and case studies added from global and innovative companies \u003cspan\u003eincluding Turkish Airlines, Volvo, EasyJet and McDonalds.\u003c\/span\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eAvailable with McGraw-Hill’s Connect®, the well-established online learning platform, which \u003cspan\u003efeatures our award-winning adaptive reading experience as well as resources to help faculty \u003c\/span\u003e\u003cspan\u003eand institutions improve student outcomes and course delivery efficiency.\u003c\/span\u003e\u003cbr\u003e","brand":"MediaPlace","offers":[{"title":"Default Title","offer_id":57316842439038,"sku":"NW9781526847805","price":61.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1379\/1261\/files\/9781526847805.jpg?v=1778719906","url":"https:\/\/mediaplace.com\/en-eu\/products\/services-marketing","provider":"MediaPlace","version":"1.0","type":"link"}