Services Marketing: People, Technology, Strategy
ISBN-10:
0136107214
ISBN-13:
9780136107217
Author(s): WIRTZ, JOCHEN; Lovelock, Christopher H.
Edition: 7
Description:
The fundamentals of services marketing presented in a strategic marketing framework.
Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competitive environments in services marketing.
The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
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