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Services marketing : integrating customer focus across the firm / Valarie A Zeithaml; Mary Jo Bitner; Dwayne D Gremler
Dubuque : McGraw-Hill Education, 2018
xxviii, 514 pages. : illustrations ; 27 cm.
Ký hiệu phân loại (DDC): 658.8
"Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter
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