Services marketing an Asia-Pacific and Australian perspective

• Main Authors: Lovelock, Christopher H. (Author), Patterson, Paul G. (Author), Wirtz, Jochen (Author)
• Format: Book
• Language: English
• Published: Frenchs Forest, N.S.W. Pearson Education Australia 2011
• Edition: 5th edition
• Subjects: Service industries > Marketing > Pacific Area; Service industries > Marketing > Australia; Customer services > Marketing > Pacific Area; Customer services > Marketing > Australia
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xx, 564 pages illustrations 25 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9781442517011 (pbk.)

This new edition presents cutting-edge Services Marketing concepts and techniques in an Australian and Asia-Pacific context. The newly restructured strategic marketing framework provides instructors with maximum flexibility in teaching while guiding students into the competitive world of services marketing. Updated case studies demonstrate the latest concepts in services marketing within an even broader range of service applications in Australia, New Zealand, Asia, the Pacific and the rest of the world