Management Service Marketing

Author: John E.G. Batey
Publisher:
Publish Date: 2005-03-01
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. Additionally, 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-life service cases. This book is the best training material for middle and senior management 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 service marketing can choose this book as a reference.