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Essentials of Services Marketing

Essentials of Services Marketing

ISBN 9780030288920
Edition 2 ed
Publisher South-Western
Author(s)
Overview
The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.

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