Services Marketing (6th Edition)

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9780131875524: Services Marketing (6th Edition)

Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book 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 Sixth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases.

For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.

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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.

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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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