Prentice Hall | 1999-01-06 | ISBN: 013676875X | 432 pages | PDF | 7 MB 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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