Services Marketing (6th Edition)

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9780131875524: Services Marketing (6th Edition)

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 Sixth 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:

Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.

Distinguishing Features of Services Marketing, Fourth Edition

This highly readable book includes

  • a strong managerial orientation and strategic focus
  • use of conceptual frameworks that have been classroom tested for relevance to both MBA students and executive seminar participants
  • incorporation of key academic research findings
  • use of interesting examples to link theory to practice
  • inclusion of carefully selected readings and cases to accompany the text chapters

"Sobre este título" puede pertenecer a otra edición de este libro.

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Christopher Lovelock; Jochen Wirtz
Editorial: U.S.A.: Prentice Hall (2006)
ISBN 10: 0131875523 ISBN 13: 9780131875524
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Descripción U.S.A.: Prentice Hall, 2006. Soft cover. Estado de conservación: New. 5th or later Edition. New international edition [Soft Cover] same contents as US edition. [The Cover image and ISBN may different than the US Edition] [Printed in COLOR on Quality Paper] [Occasionally, international edition textbooks may come with different exercises and cases at the end of chapters] [Fast Shipping with tracking. Nº de ref. de la librería ABE-1470091423274

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Christopher Lovelock, Jochen Wirtz
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ISBN 10: 0131875523 ISBN 13: 9780131875524
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Christopher Lovelock, Jochen Wirtz
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Descripción Prentice Hall, 2006. Hardcover. Estado de conservación: New. 6. Nº de ref. de la librería DADAX0131875523

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Descripción Prentice Hall, 2014. Hardcover. Estado de conservación: New. 0131875523. Nº de ref. de la librería 52.CRISTJ184274-9780131875524

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