Services Marketing 3ed

European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today.

New and updated material in this new edition include:

• New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field
• Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships
• New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner

About the Author

Alan is Professor of Marketing at University of Strathclyde Business School. Before joining the Business School, he was a senior consultant within a London-based marketing consultancy practice and prior to that an Associate Director of a leading London-based marketing research agency. Whilst at Strathclyde, he has been a Vice Dean of the Business School and Head of the Department of Marketing.

Alan's expertise is in the areas of services marketing, customer experience management, corporate branding and reputation, digital marketing and marketing research.

He is a Board Director and Chairman of Culture Republic (an arts marketing and audience development agency, whose aim is to improve accessibility to arts and cultural events in Scotland). He is also a Visiting Professor of Services Marketing at Ecole Hoteliere Lausanne, Switzerland. He has been invited to deliver lectures and seminars throughout the world in countries such as Pakistan, South Africa, Poland, France, Japan, Australia, Portugal, Spain, Malaysia, Singapore and the US.

Alan is a Fellow of the Market Research Society (MRS). He was a member of the Society's Governing Council (2002-2009) and also chaired the Society's Professional Development Advisory Board. He is also a Fellow of the Chartered Institute of Marketing (CIM).