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Services Marketing

Alan Wilson, Valarie Zeithaml, Mary Jo Bitner and Dwayne Gremler · ISBN 9780077169312
Services Marketing | Zookal Textbooks | Zookal Textbooks
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Publisher Mcgraw Hill
Author(s) Alan Wilson / Valarie Zeithaml / Mary Jo Bitner and Dwayne Gremler
Edition 3rd
Published 1/04/2016
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European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today.
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