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Textbook

Services Marketing

ISBN: 978-0-471-18034-0
Paperback
596 pages
September 1997, ©1998
List Price: US $213.95
Government Price: US $159.96
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Services Marketing (0471180343) cover image
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THE FOUNDATIONS OF SERVICES MARKETING.

Introduction to Services Marketing.

The Purchase Process for Services.

Consumer Expectations of Services.

Service Quality.

MANAGING THE SERVICE OUTCOME.

Operations.

People.

Environment.

Pricing.

Distribution.

SERVICES STRATEGIES.

Competitive Marketing Strategies.

Managing Supply, Demand, and Productivity.

Customer Retention.

An Integrated Communications Program.

Cases.

Indexes.
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