Publisher's Synopsis
Aimed at Services Marketing elective modules taught at undergraduate levels 3 and 4 an on MBA and MA marketing degrees, this edition of this well established text provides students with an introduction to marketing to the service sector. The new edition retains the rigor and clarity of the previous edition but is bought up-to-date with new data and illustrative examples, expanded/integrated coverage of the Internet and e-commerce developments and improved pedagogical and design features.
