Forundergraduate courses in services marketing As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentialsof Services Marketing, 4e, captures the reality of today’sworld, incorporates recent academic and managerial thinking, and illustratescutting-edge service concepts. Designedto provide a crisp introduction to key topics in the field, this book placesmarketing issues within a broader general management context and shows therelationships between the marketing, operations, IT, and human resourcesfunctions in service firms.