Principles of Service Marketing and Management - Hardcover

Lovelock, Christopher H; Wright, Lauren

Hardcover

ISBN 10: 013676875X ISBN 13: 9780136768753

Verlag: Pearson, 1999

Inhaltsangabe

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.

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Reseña del editor

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.

Details zur Ausgabe

• Verlag: Pearson
• Erscheinungsdatum: 1999
• Sprache: Englisch
• ISBN 10: 013676875X
• ISBN 13: 9780136768753
• Einband: Tapa dura
• Anzahl der Seiten: 432
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar