Readers examine the use of services marketing as a competitive tool from a uniquely broad perspective with Hoffman/Bateson’s SERVICES MARKETING: CONCEPTS, STR

The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the fie

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic market

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

For undergraduate and graduate services marketing courses. The fundamentals of services marketing presented in a strategic marketing framework. Organized around