This e-book on 'Fresh Thinking in Services Marketing: Contemporary, cutting-edge and creative thoughts' received a plethora of excellent submissions, many of which can be read in this e-book. There are so many examples of fresh thinking, coupled with genuinely insightful ideas for future research, that this e-book is recommended as a 'must read' for all devoted service(s) marketing researchers and managers. The chosen papers are grouped into six themes in order to provide structure to the special issue. They are: Enhancing theory development; Logics behind service research; Customer participation in service; Customerengagement; Service employee contributions; and Thinking 'outside the box'. However, these themes do not tell the whole story of the insights contained within the papers. Underpinning the themes are fresh ideas on transformative service research, technology in service, measurement and service systems.