This supplementary text complements traditional marketing principles texts, emphasizing that the differences between specific categories of services may be as important to student understanding as the broader differences between goods marketing and services marketing. The text shows how different technologies, especially information technology, are changing the nature of service delivery, and makes use of recent research in areas such as service encounters and relationship marketing. This second edition contains two new chapters, within a restructured service decision framework. Lovelock teaches service marketing at Yale School of Management; Wright teaches marketing at California State University.
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