Services Marketing

Text and Cases

von Kirti Dutta, Vinnie Jauhari

604 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

The second edition of Services Marketing has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2009. It has been updated with new sections, cases, exhibits as well as two new chapters on Managing the Services Brand and Managing Demand and Supply. The text includes classroom case studies as well as chapter-end concept review questions, critical thinking exercises, and project exercises.