Services marketing :
Lovelock, Christopher H.,
Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock. - Eighth edition. - New Jersey : World Scientific, c2016. - xvii , 783p. : col.ill. ; 28 cm.
includes index.
Understanding service products, consumers, and markets -- Applying the 4PS of marketing to services -- Managing the customer interface -- Developing customer relationships -- Striving for service excellence -- Case studies.
9781944659004 (hardcover) 9781944659011 (pbk.)
2016003724
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF5415.13 / .L68 2016
Services marketing : people, technology, strategy / Jochen Wirtz, Christopher Lovelock. - Eighth edition. - New Jersey : World Scientific, c2016. - xvii , 783p. : col.ill. ; 28 cm.
includes index.
Understanding service products, consumers, and markets -- Applying the 4PS of marketing to services -- Managing the customer interface -- Developing customer relationships -- Striving for service excellence -- Case studies.
9781944659004 (hardcover) 9781944659011 (pbk.)
2016003724
Marketing--Management.
Professions--Marketing.
Service industries--Marketing.
Customer services--Marketing.
HF5415.13 / .L68 2016