Human Resource Management7th Edition or Services Marketing Management

Human Resource Management,7th Edition

Author: David A Decenzo

This text provides a current, real-world perspective that gives readers a crystal-clear picture of what today's HRM is really like. Emphasizing the application of theory, the Seventh Edition carefully integrates real examples with the most up-to-date information available.

New interesting textbook: The Reward Plan Advantage or Regulating Tobacco

Services Marketing Management: A Strategic Perspective

Author: Hans Kasper

In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders.  The second edition of Services Marketing Management  has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes:

• A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept

• New coverage of electronic services

• Many 'Service Practice' boxes, featuring examples from all of the world

• End of chapter review questions and practical assignments

• Full length cases at the end of the book with accompanying exercises

‘An up-to-date, comprehensive and truly global treatment of services marketing management with new insights for every reader.’
Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of Discovering the Soul of Service


‘This book is a very valuable addition to the services marketing literature. Its logical structure and clarity of expression will make it extremely appealing to students and lecturers.’
Steve Oakes, University of Liverpool


‘This is a must for students, teachers and practitioners in services marketing.’
Kjell Grønhaug, Norwegian School of Economics and Business Administration


‘This is anacademically rigorous text with a strong European focus – excellent.’
Jill Brown, Portsmouth Business School


‘Services Marketing Management: a comprehensive and completely up-to-date book based on an excellent combination of modern theory and actual practice.’
Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main


‘This excellent textbook has got what it strongly deserved: a second edition. I particularly appreciate:

• the consequent focus on market and customer orientation

• the integration of business-to-business services

• the overarching HRM perspective and

• the refined didactic approach not self-evident in other service management textbooks.

What a service for the reader!’
Bernd Günter, Heinrich-Heine Universität, Düsseldorf

Table of Contents:

1	The world of services	4
2	Fundamentals of services marketing management	52
3	Buyer behaviour and segmentation	90
4	Service relationships and brands	140
5	Service quality	174
6	Market strategies for service organizations	214
7	Internationalizing services	260
8	Services and e-services	306
9	Service innovation	340
10	People, process and physical evidence	370
11	Creating the service experience : place, promotion and price	398
12	Implementation, performance and control	442
13	Case studies	488