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Services Marketing: Integrating Customer Focus Across the Firm

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European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.

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Availability

P00045S

SVM-WIL-001

Welcome Ideas Library Shelf 07

Available

Detail Information

Series Title

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Call Number

SVM-WIL-001

Publisher

Maidenhead, Berkshire UK : McGraw-Hill Education., 2008

Collation

Paperback, 576 Pages, Published 2008

Language

English

ISBN/ISSN

9780077107956

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

First

Subject(s)

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Specific Detail Info

European Edition

Statement of Responsibility

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Other version/related

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