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.

About the Authors

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

KIM HARRIS is Professor of Marketing at The University of Lincoln Business School, UK.

TONI HILTON is Associate Dean for Research& Knowledge Transfer at Westminster Business School, UK.

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