Reseñas proporcionadas por Syndetics

CHOICE Review

This handbook, assembled by the American Marketing Association, is intended as a practical guide for service marketers striving to meet the challenges of a rapidly growing US service-based economy. The handbook investigates almost every functional area of marketing. Various articles are presented in what at first appears a random fashion. Topics covered are reflected in chapter titles: "The Quality and Leadership Connection in Service Businesses," "What Business Are We In?" "Developing Strategies in Service Organizations," "Shifting to a Consumer Driven Organization," "Understanding Services Consumer Behavior," and "How to Design a Service." The articles present an overview of each topic, but readers will be able to find classic references and current market information within each article. Although the book focuses on the marketing of services, it is just as valuable for any business organization selling a physical product. For example, the checklist of what constitutes a good service-mission statement is just as beneficial for a product-oriented firm as a service-oriented firm. A worthwhile reference for undergraduate and graduate libraries supporting marketing or business programs. -D. C. Kimball, Western New England College