Takes a fresh look at the world of services marketing (the Servicescape) as we transition 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.

There are only two categories of purchases that people can make - products or services. Each, by their very nature, demands a different approach to marketing and sales. The Cambridge Marketing Handbook: Process - Services 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. This book will use these changes to highlight the impact they will have on the marketing of services, with a specific focus on the role or people and processes in delivering success.

Includes bibliographical references and index.