Managing services marketing :
Bateson, John E. G.
Managing services marketing : text and readings / by John E.G. Bateson, K. Douglas Hoffman. - 4th ed. - Fort Worth, Tex. : Dryden Press, 1999. - xvi, 471 p. : ill. ; 29 cm. - The Dryden Press Series in Marketing. .
Includes bibliographical references and index.
The basic building blocks--Configuring the service--Competing as a service.
0030225191
Service industries--Marketing--Management.
Managing services marketing : text and readings / by John E.G. Bateson, K. Douglas Hoffman. - 4th ed. - Fort Worth, Tex. : Dryden Press, 1999. - xvi, 471 p. : ill. ; 29 cm. - The Dryden Press Series in Marketing. .
Includes bibliographical references and index.
The basic building blocks--Configuring the service--Competing as a service.
0030225191
Service industries--Marketing--Management.