Services Marketing: A Strategic Approach - Softcover

Goncalves, Karen P.

Softcover

ISBN 10: 0131065270 ISBN 13: 9780131065277

Publisher: Pearson, 1997

Synopsis

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.

About this title

From 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.

Synopsis:

In Services Marketing, Gon?alves 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. *Encompasses all of the major concepts basic to the understanding of services marketing. *Offers strong pedagogical support designed to aid both readers and instructors, including; - Examples - Cases - In-class exercises - Project ideas

About this edition

• Publisher: Pearson
• Publication date: 1997
• ISBN 10: 0131065270
• ISBN 13: 9780131065277
• Binding: Paperback
• Number of pages: 240