The Dryden Press series in marketing.

1 total work

Essentials of Services Marketing

by K Douglas Hoffman and John E. G. Bateson

Published 1 December 1997

Designed for undergraduates, this text concentrates on 15 core topics with the aim of providing students with a solid understanding of the complex relationships existing between employees, the organization and the customer as they relate to service issues. It introduces the reader to the field of service marketing, as well as acquainting them with specific customer service issues.