1956 First Edition. READING COPY ONLY. No DJ. Cloth boards have a big ol' cup ring and heavy scuffing/ edge wear. End papers have light foxing. Name written on front end paper. Text clean. Pages yellowing, but clean and complete. Binding secure. Additional Details ------------------------------ Product description: The second edition of "Services Marketing: Text and Cases" takes a leap forward to develop a strategic perspective to the service marketing framework. Extensively revised and restructured, this edition includes five additional chapters aimed at widening the reader's horizons for a richer learning experience. The book begins with an initiation into the field of services and then develops an appreciation of the service marketing system. The focus is then directed at service strategy and the creation of sustainable differentiation. The book finally looks at the management of operational issues such as quality, demand matching, recovery and empowerment.