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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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
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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
Descripción Prentice Hall, 2006. Hardcover. Estado de conservación: New. Never used!. Nº de ref. de la librería P110131875523
Descripción Prentice Hall, 2006. Hardcover. Estado de conservación: New. 6. Nº de ref. de la librería DADAX0131875523
Descripción Prentice Hall, 2014. Hardcover. Estado de conservación: New. 0131875523. Nº de ref. de la librería 52.CRISTJ184274-9780131875524