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Services Marketing
Text and Cases
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Beschreibung:
This fully updated new edition builds on the strengths of its successful predecessor whilst assimilating all key developments in the field since 1995. Thus it retains the lucid and accessible style of the first edition, together with the use of a wide range of illustrative examples and the inclusion of case studies of small service businesses. It also features additional theoretical content, greater coverage of developing technologies, including the internet, and a range of additional pedagogical features to provide comprehensive coverage of services marketing for those studying the subject at undergraduate or postgraduate level.
This fully updated new edition builds on the strengths of its successful predecessor whilst assimilating all key developments in the field since 1995. Thus it retains the lucid and accessible style of the first edition, together with the use of a wide range of illustrative examples and the inclusion of case studies of small service businesses. It also features additional theoretical content, greater coverage of developing technologies, including the internet, and a range of additional pedagogical features to provide comprehensive coverage of services marketing for those studying the subject at undergraduate or postgraduate level.