Service Management and Marketing Principles

This book explores the service economy and challenges that all organizations face as goods and services make way for a world where customers (B2C) and businesses (B2B) seek seamless, thoughtful and exceptional experiences. This book introduces readers to a range of interrelated topics and the application of service management and marketing theories which are fundamentally critical to the success of all enterprises seeking competitive advantage through enhanced customer experience.

The book analyses management and marketing challenges in the service and experience economy and provides insights in which marketers and managers can strike a balance between supply, demand, price, and quality and leverage technology for operational efficiency and to better manage customer service and expectations. Through the coverage of critical foundational topics, from how value is created; the evolution of global economies from goods, services to experiences; foundations of customer centric management; managing service workers; integrating human touch with high tech service; and many others, the authors provide a holistic understanding of management in a complex, globally interconnected world. 

The book will be useful for students, researchers and instructors of business management, marketing, commerce and economics. It will also be of interest to professionals working in healthcare, retail, financial services, government hospitality, leisure, tourism and other services.