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.
John A. Czepiel
John A. Czepiel is Professor and Stern Teaching Excellence Fellow at Leonard N. Stern School of Business at New York University. He has a doctoral degree from Northwestern University. His research focuses are Competitive Strategy, Marketplace Relationships, and Services Marketing. He teaches Competitive Strategy in the Marketplace and Competitive Intelligence. He has authored or co-authored five books and has published numerous articles in various academic journals. He has served in Editorial Board of Journal of Marketing and Executive Board of Journal of Retailing. He has been featured in the Who is Who in the East and Who is Who in Advertising.