Principles of Service Marketing and Management

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Business & Economics - Sales & Marketing
Principles of Service Marketing and...

Principles of Service Marketing and Management

Name: Principles of Service Marketing and Management
ISBN: 9780136768753

Christopher Lovelock Christopher H. Lovelock

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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.

Категории:

Business & Economics - Sales & Marketing

Год:

1999

Издание:

Язык:

english

Страницы:

432

ISBN 10:

013676875X

ISBN 13: