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Principles of Services Marketing and Management

This clear, accessible book presents an integrated approach to the study of services that places marketing issues within a broader general management context. It emphasizes the fact that service organizations differ in many important respects from manufacturing businesses, requiring a distinctive approach to planning and implementing marketing strategy. The text includes a strong managerial orientation and strategic focus, use of memorable and conceptual frameworks, references to both recent and classic research findings, use of interesting examples linking theory to practice, and nine classroom-tested cases. Key chapters define services and their importance to the economy, focus on understanding service processes, explore technology and service design and delivery, and look at marketing's role in the service firm. For service managers facing varied challenges in different service settings.

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Detail Information

Series Title

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Call Number

SVM-LOV-003

Publisher

Upper Saddle River, NJ USA : Pearson Education Inc.., 2002

Collation

Hardcover, 436 Pages, Published 2001

Language

English

ISBN/ISSN

0-13-040467-5

Classification

NONE

Content Type

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Media Type

-

Carrier Type

-

Edition

Second

Subject(s)

Services Marketing
Management

Specific Detail Info

some water damage to pages

Statement of Responsibility

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