Essentials of Services Marketing (häftad, eng)

For undergraduate courses inservices marketing

Learn how to create value throughcustomer connections and engagement

As economies across the world continue to transition toward services,skills in marketing and managing services have never been more important.

Essentials of Services Marketing, 4e, captures the reality of today’s world,incorporates recent academic and managerial thinking, and illustratescutting-edge service concepts. Designed to provide a crisp introduction to keytopics in the field, this book places marketing issues within a broader generalmanagement context and shows the relationships between the marketing,operations, IT, and human resources functions in service firms.