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Services Marketing: People, Technology, Strategy

You’ll find that this text takes a strongly managerial perspective, yet is rooted in solid academic research, complemented by memorable frameworks. Our goal is to bridge the all-too-frequent gap between theory and the real world. Practical management applications are reinforced by numerous examples within the 15 chapters. Complementing the text are 18 outstanding classroom-tested cases. We’ve designed Services Marketing, Seventh Edition to complement the materials found in traditional marketing management and principles texts. Recognizing that the service sector of the economy can best be characterized by its diversity, we believe that no single conceptual model suffices to cover marketing-relevant issues among organizations ranging from huge international corporations (in fields such as airlines, banking, insurance, telecommunications, freight transportation and professional services) to locally owned and operated small businesses, such as restaurants, laundries, taxis, optometrists, and many business-to-business services. In response, the book offers a carefully-designed “toolbox” for service managers, teaching students how different concepts, frameworks and analytical procedures can best be used to examine and resolve the varied challenges faced by managers in different situations.

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Informasi Detil
Judul Seri
-
No. Panggil
658.8 LOV S
Penerbit
New Jersey : Pearson Education, Inc..,
Deskripsi Fisik
648 hlm.
Bahasa
English
ISBN/ISSN
0-13-611874-7
Klasifikasi
658.8
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
7
Subyek
-
Info Detil Spesifik
-
Pernyataan Tanggungjawab
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