Review

‘Blends theory and practice in a volume that illuminates both.’

— Kenneth W Mildenberger Award Committee

About the Author

Adrian Palmer is Professor of Services Marketing at the University of Gloucestershire. Previously he was Professor of Tourism and Marketing at the University of Ulster. Prior to joining Academia he held management positions within the transport and travel industry. He has published widely on the subjects of buyer-seller relationships, customer loyalty and service quality. He is a member of the editorial boards for the European Journal of Marketing, Journal of Marketing Management, and Journal of Services Marketing.