Services Marketing: People, Technology, Strategy
- Book Review,
by Christopher Lovelock, Jochen Wirtz
Book Description
Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications. Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Fifth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases. For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.
Book Info
Textbook with a strong focus in managerial orientation and strategic focus, using conceptual frameworks that have been classroom tested for relevance, incorporating key academic research findings, and including selected readings and cases to accompany the text chapters. Previous edition not cited. DLC: Professions-Marketing.
The publisher, Prentice Hall Business Publishing
Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries.
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