marketing and management." —James Heskett, Harvard Business School "The Handbook of Services Marketing and Management provides … an excellent introduction to the topics and issues that define service marketing today. Editors Swartz and Iacobucci have … Distinguished Professor of International Marketing, Northwestern University "Services, because of their intangibility, variability …

This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective …, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it … attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of …

authors present contributions from the world's leading experts on services marketing and management …