Principles Of Service Marketing And Management(1st Edition)
Authors:
Christopher Lovelock, Lauren K. Wright
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Book details
ISBN: 013676875X, 9780136768753
Book publisher: Prentice Hall
Book Summary: 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.
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