Kurtz, David L.
New York, NY : J. Wiley & Sons, ©1998
David L Kurtz; Kenneth E Clow
|描述：||xxii, 570 pages : illustrations ; 25 cm|
|内容：||Consumer expectations of services ; Competitive marketing strategies ; Managing supply, demand and productivity ; Customer retention.|
|責任：||David L. Kurtz, Kenneth E. Clow.|
In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned.