Services Marketing: A Strategic Approach

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9780131065277: Services Marketing: A Strategic Approach

In Services Marketing, Gon?alves uncovers and examines how the marketing of services differs from that of products. The text uses numerous cases and examples drawn from a variety of service settings to demonstrate and reinforce discussion of theoretical concepts. *Encompasses all of the major concepts basic to the understanding of services marketing. *Offers strong pedagogical support designed to aid both readers and instructors, including; - Examples - Cases - In-class exercises - Project ideas

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Goncalves Karen P.
Published by Prentice-Hall
ISBN 10: 0131065270 ISBN 13: 9780131065277
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Karen P. Goncalves
Published by Prentice Hall College Div (1997)
ISBN 10: 0131065270 ISBN 13: 9780131065277
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