Managing services marketing: text and readings, 4th ed 1999

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Language: Anglais
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550 p. · 28.4x22.2 cm · Hardback
This work combines coverage of key topics in services marketing with a variety of articles selected from such areas as marketing, organizational behavior, operations management, and strategy literature. It features services in action boxes which integrate real-world service examples in every chapter and emphasizes contemporary ethical and international issues in services marketing.