Marketing Management of Service: Fourth Edition: Fourth Edition

Author: Bateson
Publisher:
Publish Date: 2004-08-01
Features: This book is a practical guide for service-oriented enterprises on how to conduct marketing. The author discusses in detail how to understand service-oriented enterprises and their marketing, how service-oriented enterprises will allocate resources reasonably, and how they will compete from the perspectives of service-oriented enterprises, service providers, and service consumers. The book emphasizes the ethical dilemmas in the field of service marketing and provides unique solutions. The book has the following structural features: 1. Cites 17 excellent papers from fields such as marketing, organizational behavior, operations management, and strategy; 2. Provides rich and real-world service cases. This book is the best training material for middle and senior managers in service-oriented enterprises and MBA courses, as well as a must-read textbook for undergraduate and graduate students in management and marketing majors at universities and related fields. Those interested in learning about service marketing can choose this book as a reference.