The book equips the readers with the relevant information and develops the skills necessary to understand and use of that unique skill. In this book, concepts and theories are explained in relation to how they directly apply to a service business and every concept is followed by a real-world example. The book uses a unique triangular method of positioning a service operation. It contains eight comprehensive cases that can be used for term projects. Each chapter of this book ends with discussion and critical thinking questions to pose challenging scenarios.

Product details

  • Paperback
  • Publisher: Wiley (18 July 2003)
  • Language: English
  • ISBN-10: 8177223763
  • ISBN-13: 978-8177223767
  • Product Dimensions: 26.6 x 20.6 x 2 cm

About the Author

Kenneth E. Clow, Ph.D., University of Arkansas. Dr. Kenneth is currently Dean of the College of Business Administration at the University of Louisiana at Monroe. He has published over 100 articles in academic journals and proceedings. Dr. Clow obtained his Ph.D. from the University of Arkansas in 1992. Prior to earning his doctorate, he was in service business for eight years.

David L. Kurtz, Ph.D., University of Arkansas Dr. David Kurtz is the author, co-author, or editor of 32 books and over 115 articles, Papers, cases and proceedings. Dr. Kurtz is also the co-author of two market leading texts. An estimated four million students have studied from his text books.

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Services Marketing: Operation, Management and Strategy

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Tags: Services Marketing: Operation, Management and Strategy, 2ed | IM clow