Principles of Service Marketing and Management

Principles of Service Marketing and Management

by Christopher H. Lovelock, Lauren Wright

414 pages· ISBN 9780130968418
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About
This text explores both concepts and techniques of marketing for a broad range of service categories and industries. The authors show that different categories of services face distinctive marketing problems and encourage students to analyse useful parallels across a range of service industries. Examples cited include EuroDisney, Singapore Airlines, British Telecom, Lausanne Tourist Office, Federal Express Business Logistics Services and Air BP.

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