Services Marketing: A Strategic Approach

A textbook for an undergraduate course for marketing and other business majors. Includes text, cases, in-class exercises, term-length student projects, and other support material that allows instructors to vary the course from one term to the next. Emphasizes the role of quality in services, the need to innovate constantly and improve the entire enterprise, and the need to meet the often conflicting needs of several different constituencies. Annotation c. by Book News, Inc., Portland, Or.