The Services Challenge: Integrating for Competitive Advantage, edited by John A. Czepiel, Carole A. Congram, and James Shanahan, is a collection of papers presented by firms and individuals working in the services industry at the Fifth Annual Services Marketing Conference in 1987. The papers are devoted to the concept of integration as the unifying force in successful service firms. This includes coordination within the firm, unity of purpose and action in the services industry, integration of elements of the marketing mix, and integrating theory with practice.
Carol A. Congram
Carol A. Congram has authored and edited several works in the field of marketing, such as The Services Challenge.