Book, Services Marketing how to create values ​​and experiences 7/19[LS]

The services market has undergone important transformations in recent years. Due to technological advances, much of the work previously performed by humans is now performed by robots and machines. Furthermore, there was a change in focus on marketing: services became a priority and goods became added value. It is possible to say that, currently, the world revolves around services. Creating positive consumer experiences is, without a doubt, the main objective of contemporary marketing. In this context, the book Services Marketing reaches its 7th edition. In addition to updating practical cases, new topics and examples were incorporated to keep readers informed about trends in the area. This new edition also includes new topics, such as: • Net Promoter Score (NPS); • integrated communication; and • customer experience. APPLICATION Textbook for the Service Marketing discipline of undergraduate and postgraduate courses (lato sensu) in Business Administration. Recommended reading for professionals, service providers and business consultants.