Managing Services Marketing: Text and Readings (Dryden Press Series in Marketing) - Hardcover

Bateson, John E.G.

9780030225192: Managing Services Marketing: Text and Readings (Dryden Press Series in Marketing)

Hardcover

ISBN 10: 0030225191 ISBN 13: 9780030225192

Publisher: South-Western College Pub, 1998

Designed for an advanced MBA course in the marketing of services & for executive programs geared to managers in service firms.

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About the Author:

Now a private consultant in the services sector, John E.G. Bateson previously served as Group Chief Executive Officer of SHL Group and was a Senior Vice-President and Practice Leader with Gemini Consulting in the Gemini Group. He has also taught as Associate Professor of Marketing at the London Business School in England, and was a visiting associate professor at the Stanford Business School. Prior to teaching, he was a brand manager with Lever Brothers and a marketing manager with Philips. Dr. Bateson holds an undergraduate degree from Imperial College, London, a master�'s degree from London Business School, and a Ph. D. in marketing from the Harvard Business School. He has published extensively in the services marketing literature, including in the Journal of Marketing Research, the Journal of Retailing, Marketing Science, and the Journal of Consumer Research. He is also the author of Managing Services marketing: Text and Readings (Dryden) and Marketing Public Transit: A Strategic Approach (Praeger). Dr. Bateson was actively involved with the formation of the services division of the American Marketing Association, where he served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference. He also served on the steering committee of the Marketing Science Institute.

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