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Services Marketing: Principles and Practice
An integrated text and cases approach to issues in the marketing of services. Case studies and examples illustrate concepts such as defining the service offer, measurement and management of service quality, employee input, relationships with customers, and creating strategies to make services accessible. Includes material on international services, decision making, and emerging challenges in service quality and relationship marketing. Includes b&w photos and a glossary. Annotation copyright Book News, Inc. Portland, Or.
Hardcover
Published February 2, 1995
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