Managing Services Marketing: Text and Readings (Dryden Press Series in Marketing)

Bateson, John E.G.

ISBN 10: 0030225191 / ISBN 13: 9780030225192

Published by South-Western College Pub (edition 4), 1998

It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting. Seller Inventory # 0030225191-11-1

Synopsis:

This edition combines coverage of key topics in services marketing with a variety of articles selected from such areas as marketing, organisational behaviour, operations management, and strategy literature. The balance of text and readings apparent in the fourth edition highlights the increased emphasis on services in the marketing field. Coverage of key topics is combined with state-of-the-art readings and the integration of real-world examples in each chapter. With emphasis on contemporary ethical and international issues in services marketing, this text remains an invaluable source of learning in this field. Features: * "Services in Action" boxed features integrate real-world service examples in every chapter. * Text emphasises contemporary ethical and international issues in services marketing. * Bateson's classic structure is seen through the coverage of key topics in services marketing combined state-of-the-art readings in the field. * An excellent variety of articles have been selected from areas such as marketing, organisational behaviour, operations management, and strategy literature. The marketing implications of all topics are emphasised in the textual material. * New Chapters: "The Service Operations", "The Physical Setting", "Competing as a Service Firm: Generic Competitive Strategies", "Customer Satisfaction System", "Service Recovery", and "The Customer Retention System". * Completely rewritten Chapter 3 "Understanding the Service Operation"

Bibliographic Details

Title: Managing Services Marketing: Text and ...
Publisher: South-Western College Pub (edition 4)
Publication Date: 1998
Binding: Hardcover
Condition: Very Good
Edition: 4.