Essentials of Services Marketing

For undergraduate courses in services marketing.
As economies  across the world continue to transition toward services, skills in  marketing and managing services have never been more important.  Essentials of Services Marketing, 4e, captures the reality of today’s  world, incorporates recent academic and managerial thinking, and  illustrates cutting-edge service concepts. Designed to provide a crisp  introduction to key topics in the field, this book places marketing  issues within a broader general management context and shows the  relationships between the marketing, operations, IT, and human resources  functions in service firms.