Learning Objective:

• Understand the definition of service & service marketing
  

• Know the importance of service to the economics
  

• Understand why firms focus on service
  

• Grasp the distinguishing characteristics of service from goods

  -->Understand the IHIP Model

Reading:

• The service imperative by Mary Jo Bitner & Stephen W. Brown, Business Horizons (2008) 51, 39–46

Class Handout & Lecture:

• Handout

• Lecture

Extended Reading:

• The service imperative by Mary Jo Bitner & Stephen W. Brown, Business Horizons (2008) 51, 39–46

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