Services Marketing - A Contemporary Approach (Paperback, 2nd ed)

This volume deals with the unique difficulties of marketing what is essentially an intangible entity and focuses on the most contemporary debates, research and managerial demands in this very challenging business domain. This second edition offers new case studies from contemporary business situations, where consumers are highly informed and discriminating.

These real world examples illustrate how service providers should refine their marketing approach and practice in order to remain competitive in the global market.

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