Services marketing : people, technology, strategy /
Jochen Wirtz, Christopher Lovelock /
- Ninth edition.
- New Jersey : World Scientific Publishing Co. Inc., c2022.
- xvii, 665 pages : color illustrations ; 28 cm
Includes bibliographical references and index.
Part I : Understanding service products, markets, and customers Part II : Applying the 4 PS of marketing to services Part III : Managing the customer interface Part IV : Developing customer relationships Part V : Striving for service excellence Part VI : Case studies
In English text.
9781944659820 (paperback)
Marketing--Management. Professions--Marketing. Service industries--Marketing. Customer services--Marketing.