Services Marketing

David L. Kurtz
Kenneth E. Clow

560 Pages, Cloth, 1997
ISBN: 0-471-18034-3

About the Book

This practical guide is the first to take a behavioral/managerial approach to one of the fastest-growing fields in marketing: services marketing!

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.

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