Services Marketing by Christopher H. Lovelock

Services Marketing

Christopher H. Lovelock, Paul G. Patterson and Jochen Wirtz
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This new edition presents cutting-edge Services Marketing concepts and techniques in an Australian and Asia-Pacific context. The newly restructured strategic marketing framework provides instructors with maximum flexibility in teaching while guiding students into the competitive world of services marketing. Updated case studies.

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This new edition presents cutting-edge Services Marketing concepts and techniques in an Australian and Asia-Pacific context. The newly restructured strategic marketing framework provides instructors with maximum flexibility in teaching while guiding students into the competitive world of services marketing. Updated case studies demonstrate the latest concepts in services marketing within an even broader range of service applications in Australia, New Zealand, Asia, the Pacific and the rest of the world.

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Services Marketing

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