Essentials of Services Marketing

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For undergraduate courses inservices marketingLearn how to create value throughcustomer connections and engagementAs economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of todays world, incorporates recent academic and managerial thinking, and illustratescutting-edge service concepts. Designed to provide a crisp introduction to keytopics in the field, this book places marketing issues within a broader generalmanagement context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.