Eight comprehensive cases requiring students to integrate multiple concepts and theories. The text incorporates the latest theories and thought in the field of services marketing. An instructor's manual that includes lecture outlines, student application project suggestions, PowerPoint slides, testbank, and answers to review questions, discussion and critical thinking exercises, and case questions. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. Each case is followed by a series of questions to guide student thinking or that can be used as the basis for a class discussion.
All cases are real-world companies based on the most recent information available.
Some of the companies included in the short cases are Scandinavian Airlines, Seabourn Cruise Line, Kinko' s, Orkin, and Hyatt Legal Services. In addition, there are eight comprehensive cases at the end of the text. These cases cover both the domestic and international marketplace. Each chapter has two boxed Services in Action features. The Services in Action sections illustrate the application of service concepts and theories.