Significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, this book combines conceptual rigor with real world examples and practical applications.
Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, the Sixth Edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and 15 recent cases.
For professionals with a career in marketing, service-oriented industries, corporate communication, advertising, and/or public relations.
A text for use in MBA and executive MBA courses, designed to complement material found in traditional marketing principles texts. Offers a strong managerial orientation and strategic focus in an integrated approach to studying services that places marketing issues within a broader general management context. This fourth edition contains four new chapters, seven new readings, five new cases, and more coverage of consumer behavior, people management, and Internet- based services. Lovelock gives seminars and workshops. He was on the faculty of Harvard Business School for 11 years. Annotation c. Book News, Inc., Portland, OR (booknews.com)