Essentials of Services Marketing: Concepts, Strategies and Cases

ISBN: 9780030288920
Publisher: South-Western College Pub
Edition: 2nd
Publication Date: 2001-06-29
Number of pages: 528
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The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.

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