Services Marketing: Operation, Management, and Strategy

by Kenneth E. Clow and David L. Kurtz

Book Overview

Operating a service is very different from operating a manufacturing plant or a retail store. Marketing a service also requires a different approach than the marketing of tennis shoes, cola drinks, or a sporting good store. Services Marketing provides the information and develops the skills necessary to understand and take advantage of that unique skill.

• Format: Paperback
• Language: English
• ISBN: 1592600476
• ISBN13: 9781592600472
• Release Date: September 2003
• Publisher: Cengage Learning
• Length: 460 Pages