Chapter 1: Why Study Services?

Principles of Services Marketing and Management 2/e

  1. Describe the kinds of businesses that are classified as services

  2. Recognize the major changes occurring in the service sector

  3. Identify the characteristics that make services different from goods

  4. Understand the 8Ps of integrated services management

  5. Explain why service businesses need to integrate the marketing, operations, and human resource functions

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