Services Marketing: European Perspectives

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9780130959911: Services Marketing: European Perspectives

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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From the Publisher:

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:

Key Benefit: Combining conceptual rigor with real-world examples and practical applications, this combination reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries. Key Topics: Identifies broad categories of services, rather than just highlighting generic differences between goods and services. Encourages analysis of useful parallels across services industries. Outlines strong conceptual frameworks and models — but presents them in a user-friendly way. Offers a greater international emphasis.

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Lovelock, Christopher H., Lewis, Barbara
Published by Financial TImes Prentice Hall (1999)
ISBN 10: 013095991X ISBN 13: 9780130959911
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Christopher H. Lovelock; Barbara Lewis; Sandra Vandermerwe
Published by Financial TImes Prentice Hall (1999)
ISBN 10: 013095991X ISBN 13: 9780130959911
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Irish Booksellers
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Book Description Financial TImes Prentice Hall, 1999. Paperback. Book Condition: New. book. Bookseller Inventory # 013095991X

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