ISBN 9788131754474,Services Marketing : Text And Cases

Services Marketing : Text And Cases


Pearson India

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ISBN 9788131754474

Pearson India

Publication Year 2011

ISBN 9788131754474

ISBN-10 8131754472

Paper Back

Edition 2nd
Number of Pages 676 Pages
Language (English)


The second edition of Services Marketing: Text and Cases takes a leap forward to develop a strategic perspective to the service marketing framework. Extensively revised and restructured, this edition includes five additional chapters aimed at widening the reader's horizons for a richer learning experience. The book begins with an initiation into the field of services and then develops an appreciation of the service marketing system. The focus is then directed at service strategy and the creation of sustainable differentiation. The book finally looks at the management of operational issues such as quality, demand matching, recovery and empowerment

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