Description

This practical guide is the first to take a behavioral/managerial approach to one of the fastest-growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment.

Services Marketing

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£227.95

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Paperback / softback by David L. Kurtz , Kenneth E. Clow

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This practical guide is the first to take a behavioral/managerial approach to one of the fastest-growing fields in marketing: services... Read more

    Publisher: John Wiley & Sons Inc
    Publication Date: 18/11/1997
    ISBN13: 9780471180340, 978-0471180340
    ISBN10: 0471180343

    Number of Pages: 596

    Non Fiction , Business, Finance & Law

    Description

    This practical guide is the first to take a behavioral/managerial approach to one of the fastest-growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment.

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