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Services marketing : people, technology, strategy / Christopher Lovelock,... Jochen Wirtz,...
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Edité par Pearson. Boston, Columbus, Indianapolis [etc.] - 2011 - 7th edition
Services marketing, once a tiny academic field championed by just a handful of pioneering professors, has become a thriving area of activity. Paralleling growing research efforts in both academia and business is increased student interest in taking courses that focus on different aspects of managing service organizations, including marketing. This makes a lot of sense from a career standpoint, since most business school graduates will be going to work in service industries and managers report that manufacturing-based models of business practice are not always useful to them.
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