Appropriate for courses in Services Marketing.
In Services Marketing, Gonçalves uncovers and examines how the marketing of services differs from that of products. The text uses numerous cases and examples drawn from a variety of service settings to demonstrate and reinforce discussion of theoretical concepts.
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Services Marketing - A Strategic ApproachFrom the Author:
student-oriented, academically rigorous, hands on approach
This book was written to meet the specific needs of undergraduate marketing students. It is designed to be rigorous enough to please the faculty teaching it, and interesting enough to convince students they can build an exciting, lucrative, and potentially entrepreneurial career in the service sector.
The course engages students through group and individual activities, cases, in-class discussions, outside assignments, and (in the instructor manual) guidelines for guest speakers, films, projects with local firms, and other ways to enrich the course.
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Book Description Prentice-Hall. Book Condition: New. pp. 240. Bookseller Inventory # 5269003
Book Description Prentice Hall College Div, 1997. Paperback. Book Condition: New. US ed. Bookseller Inventory # DADAX0131065270
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801310652771.0