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European economies are now dominated by services and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples cases and readings have been integrated throughout the chapters and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate postgraduate (both masters and doctoral courses) and executive education levels.
TITLE: Services Marketing
AUTHOR: Alan Wilson
SKU: 9780077107956
PUBLISHER: McGraw-Hill Education - Europe
DATE PUBLISHED: 01/02/2008
PLACE PUBLISHED: United States
PAGES: 576
BINDING: Paperback / softback
LANGUAGE: English
DIMENSIONS: 188 mm x 243 mm x 33 mm
WEIGHT: 1228 gr