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For graduate-level/MBA courses in Services Marketing. Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries. Strong managerial and strategic focus.
From the Publisher: Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries.
Title: Services Marketing: Text, Cases and Readings...
Publisher: Pearson US Imports & PHIPEs
Publication Date: 1991
Binding: Gebundene Ausgabe
Condition: Gut
Edition: 2nd Edition