Today, more people in the western world earn a living from producing services than making manufactured goods. Now in its sixth edition, Principles of Services Marketing offers a comprehensive and contemporary introduction for students taking a module in services marketing. Fully updated and revised throughout, it reflects the latest technological developments and their impact for services marketing.

New for this edition….

•Increased coverage of the customer experience •Highlights Web 2.0 for peer-to-peer interaction.

•More on social networking sites and mobile internet

•Focus on how the credit crunch impacts services marketing

•Emphasis on ecological issues and their implications for marketing services