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ISBN-13 9780136107279ISBN-10 0136107273
ISBN-10 0136107214ISBN-13 9780136107217
Author(s): Christopher Lovelock; Jochen Wirtz
Publisher: Prentice Hall
Copyright year: © 2011 Pages: 648

For undergraduate and graduate services marketing courses.

The fundamentals of services marketing presented in a strategic marketing framework.

Organized around a strategic marketing frameworkServices Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing.

The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

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