Название: Essentials of Services Marketing, 3rd Edition
Автор: Jochen Wirtz, Christopher H. Lovelock
Издательство: Pearson
Год: 2018
ISBN: 9781292089959
Формат: pdf
Страниц: 720
Размер: 50 mb
Язык: English

Services dominate the expanding world economy as never before, and technology continues to evolve in dramatic ways. Established industries and old, illustrious companies decline and may even disappear as new business models and industries emerge. Competitive activity is fi erce, with fi rms often using new strategies and technologies to respond to changing customer needs, expectations, and behaviors. ThThis book has been written in response to the global transformation of our economies to services. Clearly, the skills in marketing and managing services have never been more important!

As the field of services marketing has evolved, so too has this book.This new edition has been revised signifi cantly since the 2nd edition. It captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts.

This book is based on Services Marketing: People, Technology, Strategy, 8th edition (World Scientifi c, 2015). It has been significantly condensed and sharpened to provide a crisp introduction to key topics in services marketing. In addition, the case selection, visuals, and design are meant to appeal to undergraduate and polytechnic students.