Services marketing a strategic approach
In Services Marketing, Gon?alves uncovers and examines how the marketing of services differs from that of products. The text uses numerous cases and examples drawn from a variety of service settings to demonstrate and reinforce discussion of theoretical concepts. *Encompasses all of the major concep...
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| Format: | Book |
| Published: |
Upper Saddle River, New Jersey
Prentice Hall
1998
©1998 |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | In Services Marketing, Gon?alves uncovers and examines how the marketing of services differs from that of products. The text uses numerous cases and examples drawn from a variety of service settings to demonstrate and reinforce discussion of theoretical concepts. *Encompasses all of the major concepts basic to the understanding of services marketing. *Offers strong pedagogical support designed to aid both readers and instructors, including; - Examples - Cases - In-class exercises - Project ideas |
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| Physical Description: | xiii, 225 pages illustrations 24 cm. |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0131065270 9780131065277 |
Services marketing a strategic approach