Services Marketing: Integrating Customer Focus Across the Firm

This is a text for students and businesspeople who recognize the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages. Authors wrote this book in recognition of the ever-growing importance of services and the unique challenges faced by managers of services. Формат: 20 см x 25 см.