{"product_id":"services-marketing-5e-9781526850621","title":"Services Marketing 5e","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eEuropean economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Successful businesses recognize that the development of strong customer relationships through quality service (and services), as well as implementing service strategies for competitive advantage are key to their success.\u003cbr\u003eIn its fifth \u003ci\u003eEuropean edition, Services Marketing: Integrating Customer Focus across the Firm\u003c\/i\u003e provides full coverage of the foundations of services marketing, placing the distinctive Gaps model at the centre of this approach. The new edition includes a brand-new chapter on AI and robotics in services as well as fully updated real-world and topical examples. The book focuses on the development of customer relationships through quality service, outlining the core concepts and theories in services marketing today.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eKey features:\u003c\/b\u003e\u003cbr\u003eâ\u003cspan style=\"white-space:pre;\"\u003e\u003c\/span\u003eNEW chapter on Artificial Intelligence in Service Encounters.\u003cbr\u003eâ\u003cspan style=\"white-space:pre;\"\u003e\u003c\/span\u003eNEW case studies exploring some of the latest services marketing debates on topics such as how technology is changing servicescapes, what social and environmental responsibilities brands have, and key challenges companies will be facing in the future.\u003cbr\u003eâ\u003cspan style=\"white-space:pre;\"\u003e\u003c\/span\u003eAll Opening Examples and Service Spotlights revised or replaced with new and up to date content, covering specifically European and internationally recognisable brands, including Amazon, Emirates IKEA, LEGO, Nespresso, and Zalando.\u003cbr\u003eâ\u003cspan style=\"white-space:pre;\"\u003e\u003c\/span\u003ePedagogy updates to reflect latest trends and market influences such as AI, Robotics and Sustainability.\u003cbr\u003eâ\u003cspan style=\"white-space:pre;\"\u003e\u003c\/span\u003eNew videos, case studies, question banks, and teaching materials for the new AI chapter are available with McGraw-Hillâs Connect®, the well-established online learning platform, which features our award-winning adaptive reading experience as well as resources to help faculty and institutions improve student outcomes and course delivery efficiency.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAlan Wilson\u003c\/b\u003e is Emeritus Professor of Marketing and was previous Head of the Marketing Department within the University of Strathclyde Business School. Before joining the university, he was a senior consultant and executive trainer within the services division of a London-based marketing consultancy. He specializes in the marketing of services and has a PhD in the subject.\u003cbr\u003e","brand":"McGraw-Hill Education Ltd","offers":[{"title":"Default Title","offer_id":53188280680791,"sku":"9781526850621","price":59.84,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/services-marketing-5e-9781526850621","provider":"Book Curl","version":"1.0","type":"link"}