Author: Christopher Lovelock, Jayanta Chatterjee, Jochen Wirtz
Services Marketing 7th Edition
Services Marketing is a comprehensive book for students of Business Management. The book comprises chapters on consumer behavior in the context of a service, positioning services in competitive markets, applying the 4Ps of marketing to services, designing and managing the customer interface, and striving for service excellence. In addition, the book includes several case studies and examples to help understand the concepts better. This book is essential for professionals in sales and marketing.