Services Marketing Management builds on the success of the previous editions, formally entitled 'The Management and Marketing of Services', to provide an easily digestible approach to the service industry with a specific focus on the management and marketing elements.This new edition has been thoroughly revamped to include pedagogical features such as exercises and mini cases throughout the text to consolidate learning and make it more student friendly. New content has been incorporated to bring the subject matter thoroughly up to date, for example featuring more on the Internet, the inclusion of material on call centres in respect of service delivery and service encounter; additional material on customer relationship management (CRM); consideration of frontline employees and internal marketing; and a discussion of revenue management issues in managing demand and capacity.Particularly suitable for students on marketing, business and hospitality courses who require a good grounding in the principles of services marketing, the practical implications are shown clearly and effectively demonstrate how the principles are applied in the real world.A web based lecturer resource accompanies the text. Written from a European perspective by two authors with a wealth of relevant experienceIncludes an expanded section on the Internet, particularly in communications and service designBrings together an academic and practitioner viewpoint ensuring a wholly comprehensive approach to the subject

服务营销管理建立在先前版本的成功基础上，正式命名为“服务的管理和营销”，为服务业提供一种易于理解的方法，特别关注管理和营销要素。新版经过彻底修改，在全文中加入了练习和小案例等教学功能，以巩固学习，使其更适合学生。新的内容已纳入使主题完全更新，例如在互联网上有更多的特色，包括关于呼叫中心提供服务和遇到服务的材料；关于客户关系管理（CRM）的补充材料；考虑一线员工和内部营销；并讨论管理需求和能力的收入管理问题。特别适合市场营销、商务和酒店课程的学生，他们需要良好的服务营销原则基础，文中还附有一个基于网络的讲师资源。由两位具有丰富相关经验的作者从欧洲的角度撰写，包括互联网的扩展部分，特别是在通信和服务设计方面，汇集了学术和实践者的观点，确保对该主题的全面处理