Services Marketing
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This exciting new book explores the human factors that dramatically affect services marketing. It uses a behavioral, managerial approach to services marketing-helping readers understand the theories as well as apply them to a variety of organizations. Readers will refine their understanding of the concepts as well as learn how to successfully implement strategies in both international and domestic business.
Services Marketing This practical guide is the first to take a behavioral/managerial approach to one of the fastest growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today s dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko s. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Services Marketing Homepage Check it Out! Sample tests Answers to Discussion Questions Links to services companies and articles PowerPoint slides www.wiley.com/college
