Services Marketing: Integrating Customer Focus Across the Firm

Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. This book introduces readers to the vital role that services play in the economy and its future. It also incorporates company examples and strategies for addressing issues in every chapter.

Serviciile domina economiile avansate ale lumii si, practic, toate companiile considera serviciile ca fiind esentiale pentru pastrarea clientilor lor. Aceasta carte prezinta cititorilor rolul vital pe care il joaca serviciile in economie si viitorul acesteia.