Description The second edition of Services Marketing: Text and Cases takes a leap forward todevelop a strategic perspective to the service marketing framework.Extensively revised and restructured, this edition includes fiveadditional chapters aimed at widening the reader's horizons for aricher learning experience. The book begins with an initiation intothe field of services and then develops an appreciation of theservice marketing system. The focus is then directed at servicestrategy and the creation of sustainable differentiation. The bookfinally looks at the management of operational issues such asquality, demand matching, recovery and empowerment. Class Interactive, a newly added feature to stimulate classroom discussion Restructured content and newly added topics to facilitate ease in understanding the subject Additional end-of-chapter mini-cases based on contemporary topics like services product, pricing and process people, to name a few Two new book-end cases on current market scenarios Focus on operational issues like service quality and management of demand and supply End-of-chapter review questions and practical exercises to help readers understand concepts better Field of Services: The Service Economy Nature of Services Service Product and Pricing Service Promotion and Distribution Processes in Services People in Services Physical Evidence The Service System Service Customer Behaviour Service Vision and Strategy Market Analysis and Commoditization Sustainable Differentiation Service Quality Branding Services Demand and Supply Management Service Recovery and Empowerment Customer Relationships Cases Taj Solitaire Crown Rightaway Restaurant Mideast Bank Na?ve Questioner Expert Replier Gucchiano Credit Cards at the Turn of Time Supremacy Challenged Skin and Dollars War for the Sky Service Quality Dilemma Activation Problem The Complaint Letter Faculty School of Business Japan Motor Limited Index Harsh V. Verma is an associate professor at the Faculty ofMa