Essentials of Services Marketing av Jochen Wirtz

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<p><strong>For undergraduate courses in services marketing.</strong></p><p>As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. <strong>Essentials of Services Marketing, 4e,</strong> captures the reality of today¿s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.</p>