Service businesses are an increasingly dominant force in world economics.
However, business school classes have traditionally focused on the manufacturing sector. This course is designed to help you develop an understanding of the unique marketing needs and challenges faced by service organizations and manufacturing firms that use service as a competitive strategy in an increasingly challenging global environment. Required Texts Lovelock and Wright, Principles of Service Marketing and Management , Prentice-Hall, 1999. Berry, Discovering the Soul of Service , The Free Press, 1999. If you are a Business major, you must have completed Marketing 170 prior to taking this course.