this book significantly revised, restructured, and updated to reflect the challenges facing service managers in the 21st century, combines conceptual rigor with real world examples and practical applications.
Exploring both concepts and techniques of marketing for an exceptionally broad range of service categories and industries, this
edition reinforces practical management applications through numerous boxed examples, eight up-to-date readings from leading thinkers in the field, and recent cases.
(text cited from www.amazon.com)