Services Marketing – A Cambridge Marketing Handbook
This book takes a fresh look at the world of marketing of services (the Servicescape) as the world transitions from the information age into what is being called the Age of Awareness, a period where individuals move away from
information browsing and collection to the application of knowledge, emotion and responsibility to consumption, production and relationships. It uses these changes to highlight the impact that they will have on the marketing of services, with a specific focus on the role or people and processes in delivering success.
About the Author
Andrew Hatcher is a Chartered Marketer and Director of Publishing and a senior tutor at Cambridge Marketing College on the CIM Professional Diploma programme. He is Managing Director of The Applied Knowledge Network, which develops training courses and software applications focused on strategy planning. Andrew has over 20 years’ experience in marketing services in a wide range of contexts from corporate to start-up and has written several other books on innovation and marketing strategy.
“ Both my colleagues and I are excited by the content of the book. It is speaking very directly to the work we are doing which is framing up and planning for the creation of a new government agency and its service.”
Judith Forman, Senior Advisor, Information Management Services, Ministry of Justice, New Zealand