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This book is a European version of Christopher Lovelock's highly successful original. The text, readings and cases have been rewritten and/or replaced and/or adapted to make them more appropriate for the European market. Lovelock, who is British, has been instrumental in the adaptation. Instructor's Manual (0-13-020763-2).
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Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries.From the Back Cover:
Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.
Distinguishing Features of Services Marketing, Fourth Edition
This highly readable book includes
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Book Description Financial TImes Prentice Hall, 1999. Condition: New. book. Seller Inventory # M013095991X