For undergraduate courses in Service Marketing and Management. This book presents an integrated approach. It includes a strong managerial orientation and strate

Today, more people in the western world earn a living from producing services than making manufactured goods. Now in its sixth edition, Principles of Services M

Covering management of the service counter and recovery from service failure, customer care, and information as a source of competitive advantage, this text is

Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented man

Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving