3 Review(s)

Aimed at courses in undergraduate Service Marketing and Management, this clear, accessible book presents an integrated approach to the study of services that places marketing issues within a broader general management context. It emphasizes the fact that service organizations differ in many important respects from manufacturing businesses, requiring a distinctive approach to planning and implementing marketing strategy. Coverage is comprised of 16 chapters and 12 short- to medium-length cases that let readers apply what they've learned to real-world settings and fully understand the complexities of service management—including the interactions between marketing, operations, and human resources. Salient Features Offers a unifying framework that links coverage of basic service elements to memorable concepts and practical applications. Integrates a wealth of up-to-date examples from the U.S., Canada, and around the world. Explores the latest technology applications and their implications for customers. Presents service profiles that describe innovative strategies being used in a broad cross-section of service industries. Guide readers through a sound pedagogical framework composed of... Learning goals. Definitions of key terms. Study questions. Skill-building exercises. Modern cases.