Essentials of Services Marketing

As economies across the world continue to transition toward services,skills in marketing and managing services have never been more important. Essentialsof Services Marketing, 4e , captures the reality of today'sworld, incorporates recent academic and managerial thinking, and illustratescutting-edge service concepts. Designedto provide a crisp introduction to key topics in the field, this book placesmarketing issues within a broader general management context and shows therelationships between the marketing, operations, IT, and human resourcesfunctions in service firms.