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The sixth edition of Services Marketing represents a significant revision. Its contents reflect ongoing developments in the service economy, new research findings, and enhancements to the structure and presentation of the book in response to feedback from reviewers and adopters. It has a strongly managerial perspective, yet is rooted in recent solid academic research. The chapters are organized around a new framework for developing effective service marketing strategies that emphasizes the value exchange between suppliers and their customers. The examples of practical management application help in bridging the gap between theory and practice.
ISBN - 9788131725979
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Pages : 658
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