Roland Rust Publishes The Handbook Of Service Marketing Research

Roland Rust, executive director of the Center for Excellence in Service, has just published The Handbook of Service Marketing Research. This volume brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loyalty, customer-centered metrics, managing customer contacts, product and pricing, digital service marketing, rethinking the marketing function, and service for society. This book, which includes authors from both academia and industry, will provide academics with an invaluable current view of the field and practitioners with a window into the latest academic thinking. With chapters from internationally renowned contributors, this comprehensive yet concise handbook will appeal to service marketing academics, researchers and service practitioners. Professor Rust’s co-author is Professor Ming-hui Huang of National Taiwan University, who is a research fellow of the CES.