For graduate-level/MBA courses in Services Marketing.
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. Strong managerial and strategic focus.
- ISBN10 0130173924
- ISBN13 9780130173928
- Publish Date 3 August 2000 (first published 1 February 1996)
- Publish Status Out of Print
- Out of Print 25 November 2004
- Publish Country US
- Imprint Pearson
- Edition 4th edition
- Format Hardcover
- Pages 717
- Language English