Services Marketing: Texts, Cases and Readings

Services Marketing: Texts, Cases and Readings

by Christopher H. Lovelock
     
 

Combining conceptual rigor with real-world examples and practical applications, this combination reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries. Identifies broad categories of services, rather than just highlighting generic differences betweenSee more details below

Overview

Combining conceptual rigor with real-world examples and practical applications, this combination reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries. Identifies broad categories of services, rather than just highlighting generic differences between goods and services. Encourages analysis of useful parallels across services industries. Outlines strong conceptual frameworks and models — but presents them in a user-friendly way. Offers a greater international emphasis.

Product Details

ISBN-13:
9780138067861
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
11/13/1990
Series:
The Prentice-Hall Series in Marketing
Pages:
624

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