Summary |
Operating a service is very different from operating a manufacturing plant or a retail store. Marketing a service also requires a different approach than the marketing of tennis shoes, cola drinks, or a sports goods store. This book provides the information and develops the skills necessary to understand and take advantage of that unique skill. Several features integral to the text create a guide that students will find easy to use and immensely practical.
Salient features:
• One of the authors, Kenneth E. Clow, has substantive hands-on experience in service industry.
• Concepts and theories explained in relation to how they directly apply to a service business and every concept followed by a real-world example.
• Every concept and theory couched in behavioural terms to make one understand how the idea impacts thinking.
• Eight comprehensive cases that can be used for term projects. Each chapter also ends with a short case for in-class or small group discussions.
• The book uses a unique triangular method of positioning a service operation.
• Each chapter ends with discussion and critical thinking questions to pose challenging scenarios.
• Instructor’s manual on CD-ROM contains chapter overviews, sample lesson plans, chapter outlines/important topics, key terms, in-class teaching ideas and suggestions. It also includes 150 powerpoint slides and an exam view test bank with over 650 test questions.
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