SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 3rd Edition offers a managerial perspective of services marketing, with special emphasis on B2B services, technology, and global services. Briefer than competing textbooks, this text also includes cases to further illustrate concepts and offers unique coverage on creating the seamless service firm to support a customer-focused organizational culture.

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Book by Hoffman K Douglas Bateson John EG

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Services Marketing: Concepts, Strategies, & Cases

Hoffman, K. Douglas; Bateson, John E. G.

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