Services Marketing Management: An International Perspective

By Hans Kasper; Piet Van Helsdingen et al. | Go to book overview
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Preface

OBJECTIVES OF THIS BOOK AND TARGET GROUP
Today, the marketing discipline has become so mature that many sub-disciplines have been developed. Services marketing is one of those new fields. It has been actively researched for the past 15 to 20 years.1 A vast number of articles and conference proceedings have been published and some books on specific topics in services marketing as, for instance, service quality, have been published. Most of the research is on consumer services, only a few studies are based on business to business services. The body of literature is growing at a fast rate. The need to provide an extensive overview of services marketing management, in international literature, becomes manifest. It is the main aim of Services Marketing Management to provide that overview for students, instructors, managers, employees and all other people interested in the service industry. Another important goal is to provide students and practitioners with information about managing service organizations. That knowledge can be applied to their future or present employers, or in their own company. So, the benefits of this book are threefold: the reader will
Get a proper understanding of services marketing management in a national and international context;
Be able to manage a market-oriented service organization; and
Be able to deliver excellent service quality leading to long-term relationships with customers and employees.

Textbooks encompassing a broad overview of existing literature are not yet present, at least not at a level that can be used by advanced undergraduate and graduate students. They are the primary target audience of this book. Consequently, the reader should be familiar with the basic knowledge of marketing and management.

This book provides an overview of the existing literature on services marketing management and it encompasses the latest developments in this field from Europe, Northern America and Australasia. It is based on our own view about the essence of marketing. For, in our opinion, the essence of marketing lies in concepts like market orientation, long-term relationships, quality and ultimately satisfaction.

The people employed at service organizations operating in dynamic national or international environments, have to implement these concepts and deal with the clients in the service encounters. Future employees of service organizations will be the students now studying this text. In this way, we hope to contribute to their effective and efficient performance in a market driven service organization.

We therefore shall attempt to provide students and practitioners with an overview of all the issues relevant to formulating and implementing marketing strategy in and by service organizations. Theory and practical applications will be given simultaneously.

-xi-

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