This globally leading textbook extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples. The test takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.

CV Ebenhaezer Berkat Langgeng (CV EBL) is a trading company and a formulator of a water-based adhesive that is used for woodworking, paper, and several other fields. CV EBL was established by Ir Purjono Wibisono in 2001. There was a decline in CV EBL’s profits due to the decline in economic conditions in Indonesia. Therefore, the researchers conducted this study to analyze the service marketing mix for CV EBL. This research used qualitative methods including in-depth interviews and information documentation. Every aspect of the marketing mix service had an important role in the trading company, but not all aspects of the 7P in-depth were effectively and efficiently implemented. Keywords: marketing strategy, service marketing strategy, 7P, trading, formulator, Surabaya Indonesia

Nothing stands still. Technology evolves dramatically, customer needs keep changing, and new industries emerge. To forge ahead in this highly competitive landscape, businesses increasingly rely on service and service products to create and capture value. The Essentials of Services Marketing, Second Edition is written in response to this global transformation of our economies to services.