Présentation de l'éditeur
For undergraduate courses in Service Marketing and Management.
This book presents an integrated approach. It includes a strong managerial orientation and strategic focus, uses an organizing framework, has extensive research citations, links theory to practice, and includes 9 cases.
Quatrième de couverture
Principles of Service Marketing and Management, Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services marketing.
