Présentation de l'éditeur
For graduate-level/MBA courses in Services Marketing.
Significantly revised, restructured, and updated to reflect the challenges facing today's service managers, this text/reader/casebook combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition also features, eight current readings from leading thinkers in the field, and 15 compelling classroom-tested cases.
Quatrième de couverture
TEXTBOOK �?� CASEBOOK �?� READER
Christopher Lovelock and Jochen Wirtz have worked together closely as co-authors to undertake a significant revision, restructuring, and updating of Services Marketing.
WHAT'S INSIDE- A new fifteen-chapter organization that reflects the nature of what today's service marketers do in the real world
- Seventeen exciting classroom-tested cases of different lengths, of which half are brand new and the balance are copyright post-2000.
- Eight current readings from leading thinkers in the field.
- Practical management applications reinforced by current examples.
