Principles of Service Marketing and Management (2nd Edition)

ISBN: 9780130404671
Publisher: Prentice Hall
Edition: 2
Publication Date: 2001-08-04
Number of pages: 436
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DESCRIPTION

Principles of Service Marketing and Management, Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, recognizing explicitly that the differences between specific categories of services (based on the nature of the underlying service process) may be as important to student understanding as the broader differences between goods marketing and services marketing.

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