Services, whether online or offline, are important in modern economics in which the understanding is that we are all in service. Service Marketing, a subset of the field of marketing, has evolved and developed a range of theories and models all focused on providing superior services offerings to today's market and it's growing expectations of service delivery. New research provides additional contemporary insights into this dynamic and developing area. This text seeks to address the current research and its managerial implications, specifically by including new case studies and integrating new research results and new perspectives on the various aspects of services.