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Principles of Service Marketing and Management cover
  • ISBN: 9780136768753
  • ISBN10: 013676875X

Principles of Service Marketing and Management

by Lovelock, Christopher H.

  • List Price: $110.00
  • Binding: Hardcover
  • Publisher: Prentice Hall
  • Publish date: 02/01/2002
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Description
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.
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