Services Marketing: Concepts, Strategies, & Cases
Hoffman/BatesonSinopsis
Examine the use of services marketing as a competitive tool from a uniquely broad perspective with SERVICES MARKETING CONCEPTS STRATEGIES AND CASES 5E Using a reader friendly streamlined structure this book explores services marketing not only as an essential focus for service firms but also as a competitive advantage for companies that market tangible products Real examples feature businesses from industries both within and beyond the nine service economy supersectors education and health services financial activities government information leisure and hospitality professional and business services transportation and utilities wholesale and retail trade and other services Cutting edge data addresses current issues such as sustainability technology and the global market give you valuable insights for business success A new online format additional features and flexibility to keep you up to date with the latest advances