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.
Christopher Lovelock and Lauren Wright
Principles of Service Marketing and Management
Publisher: Prentice Hall | ISBN: 013676875X | ed. 2009 | PDF | 432 pages | 7 mb
Christopher Lovelock and Lauren Wright
Principles of Service Marketing and Management
Publisher: Prentice Hall | ISBN: 013676875X | ed. 2009 | PDF | 432 pages | 7 mb
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