Marketing is crucial in any industry: for service based organisations it's absolutely critical. This textbook looks at the issues, models and theories behind services marketing. It is supported by a range of substantial international case studies and offers an insight into the operation of many different service industries.

STEVE BARON is Professor of Marketing at Liverpool Business School, UK.

Introduction
Setting the Context
Service Goals: Use of Metaphors
Service Encounters
Consumer Experiences
Service Design
Internal Marketing
Service Quality and Customer Satisfaction
Relationship Marketing
Service Profitability
Further Research Issues and Conclusion
Case Studies
Index.