MKT 415: Services Marketing

The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

Text Book

Title: Services Marketing, 8th ed., 2016

Author: Lovelock, C., & Wirtz, J.

ISBN: ISBN-10: 1944659013, ISBN-13: 978-1944659011