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Textbook
Services MarketingISBN: 978-0-471-18034-0
Paperback
592 pages
September 1997, ©1998
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This practical guide is the first to take a behavioral/managerial approach to one of the fastest-growing fields in marketing: services marketing! In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment.
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