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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.
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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: 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
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Book Description Prentice Hall, 2003. Hardcover. Condition: New. Never used!. Seller Inventory # P110131138650
Book Description Prentice Hall, 2003. Condition: New. book. Seller Inventory # M0131138650
Book Description Prentice Hall, 2003. Hardcover. Condition: New. 5. Seller Inventory # DADAX0131138650