The business world now demands that service marketing organisations pay increasing attention to customer satisfaction, service quality, and customer service. This first Asia-Pacific edition of Services Marketing: Concepts, Strategies and Cases examines the field of services marketing from a managerial perspective and presents a competitive strategy relevant to a broad range of organisations operating within today's service economy. Combining a solid theoretical foundation with practical examples, the importance of business-to-business, global, technological and ethical issues are also highlighted. Specific customer service issues are explored, as well as the skills essential to growing and sustaining a loyal customer base. A set of local and international cases representing a variety of service industries further illustrate services marketing concepts in an Asia-Pacific context. It equips students in the Asia-Pacific region with the knowledge necessary to successfully market a business servicing today's customer focused organisational culture.