Services Marketing: Integrating Customer Focus Across the Firm (Paperback)

by Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler

Format: Paperback 608 pages

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Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.

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McGraw Hill Higher Education


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