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Essentials of Services Marketing: Concepts, Strategies and Cases
- ISBN: 9780324422832
- Availability: In Stock
- ALL 2,300
- Ex Tax: ALL 2,300
Author: K. Hoffman and John E.G. Bateson
Year: 2005
This book offers a managerial perspective of services marketing, with emphasis on B2B services, technology, and global services. This book includes cases to illustrate concepts and provides coverage on creating the seamless service firm to support a costuer-focused organizational culture. Briefer than competing textbooks, this text also includes cases to furtherillustrate concepts.