This practical guide is the first to take a behavioral/managerial approach to one of the fastest-growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment.
- ISBN10 0471180343
- ISBN13 9780471180340
- Publish Date 18 November 1997
- Publish Status Active
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Paperback
- Pages 596
- Language English