Managing Services Marketing: Text and Readings (The Dryden Press Series in Marketing)

John E.g. Bateson. The Title Of The Textbook Reflects Its Orientation. It Is Concerned With The Management Problems Of Services Marketing Managers. The Concepts And Tools Developed In The Package Goods And Industrial Marketing Areas Apply To Services. The Problems Of Services Marketing, However, Are More Complex. The Service Product Is More Difficult To Design, And Introducing Marketing Orientation Into A Firm Dominated By Operations Is More Difficult. This Textbook Is Divided Into Three Parts. Part One Covers The Basic Building Blocks That Are Needed Before Going On To Consider The Management Of The Services Experience In Part Two. Part Three Adopts A Firmwide Viewpoint And Discusses Alternative Ways Service Firms Can Compete.--pref. Includes Bibliographical References And Index.