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Principles of Services Marketing 5th edition is an ideal introduction to this key marketing topic. Updated to include the most current examples and contemporary theory, this edition has been comprehensively revised to ensure it is structured to cover essential content for any services marketing course. New coverage includes a chapter on growth and development of service brands, coverage of service productivity and the internet, plus innovation and new service development. Current examples and updated cases ensure services marketing topics are clearly explained and illustrated and review questions and activities allow students to test their progress as they read the text.