SERVICES MANAGEMENT

FOR SERVICES MANAGEMENT/MARKETING OR MARKETING COURSES, PARTICULARLY FOR UNDERGRADUATE AND GRADUATE PROGRAMS IN HOSPITALITY MANAGEMENT, TOURISM MANAGEMENT, LEISURE MANAGEMENT AND RETAIL MANAGEMENT. THIS BOOK ADDRESSES THE HOSPITALITY INDUSTRY FROM A SERVICES MANAGEMENT PERSPECTIVE, OFFERING THE READER A SERIES OF MANAGEMENT CONCEPTS - OPERATIONS, MARKETING AND HUMAN RESOURCES - ALL OF WHICH ARE CAPABLE OF BEING EFFECTIVELY INCORPORATED INTO ALL HOSPITALITY OPERATIONS. THE BOOK'S FOCUS IS ON THE EVER-INCREASING DEMAND OF CUSTOMERS FOR SERVICE QUALITY, AS WELL AS THE OTHER CHALLENGES FACING HOSPITALITY ESTABLISHMENTS TODAY - INCLUDING INTENSE COMPETITION, GLOBALIZATION, AND TECHNOLOGICAL INNOVATION. THIS BOOK STRESSES THE POINT THAT IN ALL SERVICES, INCLUDING HOSPITALITY SERVICES, THE HUMAN ELEMENT (BOTH EMPLOYEES AND CUSTOMERS) IS ABSOLUTELY CRUCIAL - IN SELLING SERVICES, HOSPITALITY ENTERPRISES ARE 'SELLING' PERSONAL RELATIONSHIPS. HOSPITALITY PROVIDERS OF ALL TYPES WILL BENEFIT FROM A