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This new edition covers key topics in services marketing combined with a variety of articles selected from marketing, organisational behaviour, operations management, and strategy literature. Features: * Thorough coverage of the key topics in services marketing is combined with both current and classic readings in the field. * An excellent variety of articles selected from marketing, organizational behavior, operations management, and strategy literature is provided. The marketing implications of all topics are emphasized in the textual material. * A detailed Instructor's Manual provides advice and tools for teaching this emerging course, including suggested course outlines, article summaries, suggested cases in services marketing with case notes, and transparency masters. * Short "Services in Action" boxed features integrate three to four real-world service examples in every chapter. New to this edition: * 70% of new articles are from general business publications versus journal articles. * Contains a greater proportion of management articles. * Structure is completely new, with Chapters 2-4 covering "Basic Building Blocks". * Coverage of Service Quality has been dramatically increased to cover measurement issues and continuous improvement. * New sections emphasize contemporary ethical and international issues in services marketing. * New chapters on Service Failures and Recovery, and Customer Retention and Relationship Marketing. * Chapter 1 is completely rewritten and expanded to provide a strong foundation for discussion of all aspects of service marketing.