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Essentials of services marketing / Christopher Lovelock, Jochen Wirtz, Patricia Chew

Livre

Lovelock, Christopher H.

Edité par Prentice Hall. Singapore, Hong Kong - 2009

A comprehensive guide to marketing in service industries that covers consumer behavior, development of products, distribution of services, setting prices, promotion, balancing demand against productive capacity, managing relationships, handling complaints, and other related topics, and includes case studies as well as chapter summaries

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