Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz

Includes bibliographical references and indexes.

Understanding service products, consumers, and markets -- applying the 4 Ps of marketing to services -- managing the customer interface -- implementing profitable service strategies -- cases -- index.

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

The fundamentals of services marketing presented in a strategic marketing framework.

Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.

The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.