Principles of Service Marketing and Management - Hardcover

Lauren K. Wright

Hardcover

ISBN 10: 013676875X ISBN 13: 9780136768753

Publisher: Prentice Hall, 1999

Synopsis

Aimed at courses in undergraduate Service 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. Coverage is comprised of 16 chapters and 12 short- to medium-length cases that let readers apply what they've learned to real-world settings and fully understand the complexities of service management-including the interactions between marketing, operations, and human resources.

About this title

From the Back Cover

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. Coverage is comprised of 16 chapters and 12 short- to medium-length cases that let readers apply what they've learned to real-world settings and fully understand the complexities of service management—including the interactions between marketing, operations, and human resources.

Edition details

• Publisher: Prentice Hall
• Publication date: 1999
• Language: English
• ISBN 10: 013676875X
• ISBN 13: 9780136768753
• Binding: Hardcover
• Edition number: 1
• Number of pages: 432