Service Marketing: People, Technology, and Strategy (4th Edition)

Author: Christopher Lovelock
Publisher:
Publish Date: 2001-09-01
Features: This book extensively cites the latest research findings in the fields of consumer expectations and satisfaction, service quality, demand management, pricing, and revenue management. In terms of content arrangement, it emphasizes a combination of theory and practice, not only systematically explaining the basic concepts of service marketing to readers but also introducing latest discoveries in the field of service marketing research and numerous case studies of the practical application of service marketing theory in marketing. The author has carefully selected many reading materials to supplement the learning of each chapter. This book is suitable as a textbook for MBA students, undergraduate or graduate students majoring in marketing and related fields, as well as for researchers engaged in service marketing research and practitioners in service marketing as training material and reference.