This book offers a look at the issues models & theories behind Services Marketing supported by a range of international case studies across a raft of industries. The previous edition sold well. The book has strong pedagogical features & a broad range of case studies. A Companion Website will be updated to further complement the book. This is a specialized subject area in which the authors are well known. Marketing is crucial in any industry: for service based organisations its absolutely critical. This textbook looks at the issues models & theories behind services marketing. It is supported by a range of substantial international case studies & offers an insight into the operation of many different service industries.