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.
- ISBN10 013676875X
- ISBN13 9780136768753
- Publish Date 22 January 1999
- Publish Status Out of Print
- Out of Print 31 October 2009
- Publish Country US
- Imprint Pearson
- Format Hardcover
- Pages 432
- Language English