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The marketing of services is fast becoming the hot new field on both domestic and international fronts. This stimulating textbook is the first to offer a behavioral, managerial approach to this topic designed for today's business environment. Provides boxed illustration files, comprehensive case studies that integrate theory and application, key-term glossaries for each chapter, and critical thinking exercises, including Internet exploration tasks that require web page analysis. Each chapter also includes a PowerPoint slide presentation.
  • ISBN13: 9780471180340
  • Publisher: Wiley
  • Pubilcation Year: 1997
  • Format: Paperback
  • Pages: 00592
Publication DateSeptember 4, 1997
Primary CategoryBusiness & Economics/Marketing - General

Services Marketing

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