Services Marketing. People, Technology, Strategy, 4th Edition - Rilegato

Lovelock, Christopher

Rilegato

ISBN 10: 0130173924 ISBN 13: 9780130173928

Casa editrice: Pearson, 2000

Riassunto

For graduate-level/MBA courses in Services Marketing.

Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries. Strong managerial and strategic focus.

Su questo libro

L'autore

CHRISTOPHER LOVELOCK, one of the pioneers of service marketing, divides his professional life among writing, teaching, and consulting. Based in New England, he gives seminars and workshops in the United States and around the world. He has also lived and worked in Britain, Canada, France, and Switzerland. His past academic career includes 11 years on the faculty of the Harvard Business School; 2 years as a visiting professor at the International Institute for Management Development (IMD) in Switzerland, and short-term appointments at Berkeley, Stanford, the Sloan School at MIT, Theseus Institute, and INSEAD. Christopher is author of 60 articles, over 100 teaching cases, and 20 books. He is a recipient of the Journal of Marketing's Alpha Kappa Psi Award, the American Marketing Association's Award for Career Contributions to the Services Discipline, and many awards for outstanding cases. He holds MA and BCom degrees from the University of Edinburgh, an MBA from Harvard, and a PhD from Stanford.

Dalla quarta di copertina

Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.

Distinguishing Features of Services Marketing, Fourth Edition

This highly readable book includes

• a strong managerial orientation and strategic focus
• use of conceptual frameworks that have been classroom tested for relevance to both MBA students and executive seminar participants
• incorporation of key academic research findings
• use of interesting examples to link theory to practice
• inclusion of carefully selected readings and cases to accompany the text chapters

Dettagli dell?edizione

• Editore: Pearson
• Data di pubblicazione: 2000
• ISBN 10: 0130173924
• ISBN 13: 9780130173928
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero edizione: 4
• Numero di pagine: 715
• Contatto del produttore: non disponibile