178845

9780130404671

Principles of Service Marketing and Management

Principles of Service Marketing and Management
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  • ISBN-13: 9780130404671
  • ISBN: 0130404675
  • Edition: 2
  • Publication Date: 2001
  • Publisher: Prentice Hall PTR

AUTHOR

Lovelock, Christopher H., Wright, Lauren

SUMMARY

Principles of Service Marketing and Management, Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services marketing.Lovelock, Christopher H. is the author of 'Principles of Service Marketing and Management', published 2001 under ISBN 9780130404671 and ISBN 0130404675.

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