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Virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturers that formerly depended on their physical products now recognize that service provides one of their few sustainable competitive advantages. This book includes coverage of global services marketing and the impact of the world wide web.
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Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation. Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.
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