Services Marketing: People, Technology, Strategy - Hardcover

Lovelock, Christopher H.; Wirtz, Jochen

3.88

8 ratings by Goodreads

9780131138650: Services Marketing: People, Technology, Strategy

Hardcover

ISBN 10: 0131138650 ISBN 13: 9780131138650

Publisher: Pearson College Div, 2003

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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 Fifth 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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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:

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

A new fifteen-chapter organization that reflects the nature of what today's service marketers do in the real world
Seventeen exciting classroom-tested cases of different lengths, of which half are brand new and the balance are copyright post-2000.
Eight current readings from leading thinkers in the field.
Practical management applications reinforced by current examples.

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