Increasing attention has been paid in recent years to the marketing
of services. This has been prompted by a recognition that services
are an increasingly important sector of the economy and that they
require a different approach to marketing. Consumers and Services
approaches service marketing from a consumer perspective and draws
together current understanding of service consumption from both an
academic and practitioner point of view. This groundbreaking book
is the first serious attempt to look at buyer behaviour in service
sector industries and is suitable for graduate and advanced
undergraduate students enrolled in consumer behaviour and service
marketing courses. This unique book features
- a synthesis of current literature in the areas of consumer
behaviour and services marketing
- a number of sectoral case studies which examine buyer behaviour
in service industries, i.e., tourism, finance, charities,
professional, health and retail
- internationally authored cases from US, Scandinavia, and
Europe
"This looks like an interesting book that will fit well into two
increasingly popular subject areas." Dr E. M. Jacobs, Sheffield
University Management School "It is a much needed contribution in
the field of service sector marketing." B. R. Lewis
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