Welcome to the Online Learning Centre for the first European edition of Services Marketing by Wilson, Zeithaml and Bitner

At the heart of this textbook is the recognition that services present unique challenges, and that building customer relationships through quality service is fundamental to marketing success in every organization. Services Marketing helps students recognize the vital role that services play in the economy, and to understand and address the special challenges of services marketing.

This first European edition features:

• Cross-functional treatment of issues through integration of marketing with other disciplines such as operations and human resource management.


• A focus on understanding the foundations of services marketing and the customer before introducing the conceptual framework of the book based on the Gaps Model.


• Greater emphasis on the topic of service quality than existing marketing and service marketing texts, with increased focus on customer expectations and perceptions and what they imply for marketers.


• Chapters on key topics including service recovery, listening to customers through research, customer-defined service standards, integrated services marketing communications, human resource challenges for delivering customer-focused services and a chapter on the financial impact of service quality.


• All topics are supported with European content, cases and examples, including frequent “Service Spotlights” providing examples of services marketing in action and longer cases on Tesco, Call Centre Europe, Telecom Italia, and Disneyland Paris among others.


• Discussion Questions and exercises appropriate to the European context are contained in each chapter, alongside European references and further reading and short revision lists of Key Concepts.

On this OLC you can find a host of information about the book, as well as a range of downloadable supplements for students and lecturers.

THE STUDENT CENTRE

The Student Centre contains material to accompany the study of Services Marketing. This material includes:

• Learning objectives
• Glossary
• Student self test questions

Click on the menu to the left of this page to view these resources.

Chapter-by-chapter resources may be viewed by clicking on the drop-down list.

THE LECTURER CENTRE

The Lecturer Centre for this title contains a host of downloadable material for lecturers who adopt Services Marketing. The material found in the Lecturer Centre includes:

• PowerPoint Slides
• Instructor's Manual
• Case notes that go with the cases in the book

Accessing the Lecturer Centre
The Lecturer Centre is for instructors and lecturers only and as such is password-protected. In order to request the password to access the Lecturer Centre, please fill in your details on the request password page. A McGraw-Hill representative will contact you in due course.

Request Lecturer Copy
If you are considering using Economics for course adoption, you can request a complementary lecturer copy by clicking here and filling in the online form.

Please note that lecturer copies can only be sent to college or university addresses within Europe, the Middle East or Africa. Lecturers outside these regions should contact their respective International Office.

Click on the link at the base of this page to return to the Information Centre.