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Services Marketing: Integrating Customer Focus Across the Firm
Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks ...more
Hardcover, 708 pages
Published May 23rd 2008 by Irwin/McGraw-Hill
(first published 1999)
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