LAUREN WRIGHT

Principles of Service Marketing and Management, Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services marketing. This book presents an integrated approach to the study of services that places marketing issues within a broader general management context and shows how service organizations differ in many important respects from manufacturing businesses.