Services Marketing : People, Technology, Strategy
Services Marketing : People, Technology, Strategy
- ISBN 13:
9780130173928
- ISBN 10:
0130173924
- Edition: 4th
- Format: Hardcover
- Copyright: 01/01/2001
- Publisher: Prentice Hall
- Newer Edition
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Summary
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.