Services Marketing

by Jochen Wirtz and Christopher Lovelock

Book Overview

Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the & Sixth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings...

• Format: Hardcover
• Language: English
• ISBN: 0138070660
• ISBN13: 9780138070663
• Release Date: January 1991
• Publisher: Prentice Hall
• Length: 526 Pages