Services Marketing (3rd Edition)

The book, based on modern bibliography and the authors' extensive research, consulting, and teaching experience, thoroughly illuminates the dimension of marketing in the intangible world of services. The aim is for the reader to understand how certain choices, strategies, and tactics can lead a service company to profitability and success.
 
The third edition complements the highly successful second edition of what is still the only university textbook in the field of services in Greece. It incorporates all key issues and developments in Service Marketing and includes a series of case studies, which, accompanied by questions and examples, contribute to the understanding of the concepts.
 
Starting from the peculiarities of services compared to goods and their effects on consumer behavior and management and marketing practices, the book comprehensively covers the strategic issues of marketing in services, presenting the following:

· service quality,

· customer service,

· the importance of employees in service businesses,

· organizing service production and customer service processes,

· managing the product portfolio in services,

· pricing services,

· communication techniques,

· distribution management and management of the service delivery space,

· marketing of industrial services.                     

 "Services Marketing" is aimed at undergraduate and postgraduate students, as well as middle and senior executives who practice marketing in the particularly complex and competitive field of services.