Services Marketing, 6e

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Services Marketing, 6e

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  • 637

  • 9788131725979

  • 21 mm

  • 27 mm

  • 3 gram


  • 2009

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    The sixth edition of Services Marketing represents a significant revision. Its contents reflect ongoing developments in the service economy, new research findings, and enhancements to the structure and presentation of the book in response to feedback froTable of Contents: Part I: Understanding Service Markets, Products, and Customers 1. New Perspectives on Marketing in the Service Economy 2. Customer Behavior in Service Encounters Reading Part II: Building The Service Model 3. Developing Service Concepts: Co

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