Services Marketing (Paperback)

Services Marketing This practical guide is the first to take a behavioral/managerial approach to one of the fastest growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Services Marketing Homepage Check it Out! Sample tests Answers to Discussion Questions Links to services companies and articles PowerPoint slides www.wiley.com/college

General

Imprint:	John Wiley & Sons
Country of origin:	United States
Release date:	November 1997
First published:	1998
Authors:	D.L. Kurtz
Dimensions:	234 x 192 x 33mm (L x W x T)
Format:	Paperback
Pages:	596
ISBN-13:	978-0-471-18034-0
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Service industries > General Promotions
LSN:	0-471-18034-3
Barcode:	9780471180340

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