Description
Cengage Learning, Inc Services Marketing, International Edition by K. Hoffman John Bateson
Bateson and Hoffman's SERVICES MARKETING 4e International Edition examines the use of services marketing as a competitive tool from a uniquely broad perspective. The book explores services marketing not only as an essential focus for service firms but also as a source of competitive advantage for companies that market tangible products. As a result real-world examples throughout the book feature a wide array of businesses representing a variety of industries both within and beyond the nine service economy supersectors: education and health services financial activities government information leisure and hospitality professional and business services transportation and utilities wholesale and retail trade and "other services." The Fourth Edition of this proven book draws on cutting-edge data to cover important current issues such as business-to-business services technology and the global market giving you valuable insights and skills to help you understand-and succeed in-today's business environment.