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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
4 Services Marketing
e following de nitions present the thoughts of various personalities and
associations that have contributed signi cantly, over the last four decades—
from 1960 onwards—to services management and marketing.
e American Marketing Association was the  rst to de ne services as
“activities, bene ts or satisfactions which are o ered for sale or provided in
connection with the sale of goods.”
2
is de nition provides a limited view
of services in that it does not provide for valuing services involved in the
production of tangible goods. However, this was the  rst major attempt to
identify services di erently in valuing ...
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Publisher Resources

ISBN: 9781306254410