Services Marketing: Texts and Readings


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Services Marketing explores the development of services marketing from its early origins of its establishment as a legitimate and indispensible domain of managerial activity. It demonstrates that first-rate services marketing is crucial to the growth of large developed economies and to the fortunes of smaller countries and more peripherally located countries. This text covers the origins and the establishment of the services marketing domain; the management of service quality; functional aspects of services marketing and ...

Services Marketing: Texts and Readings 1997, Paul Chapman Publishing, London

ISBN-13: 9780952359708

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