商品詳細

Combining conceptual rigour with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for a broad range of service categories and industries. The book categorizes services, rather than just highlighting generic differences between goods and services and shows that different categories of services face distinctive marketing problems. It features coverage of many service industries. "Services Marketing" outlines strong conceptual frameworks and models in a user-friendly way, which is international in emphasis, for example international cases such as EuroDisney, Singapore Airlines, British Telecom, Lausanne Tourist Office, Federal Express Business Logistics Services, Air BP.