Services Marketing - Alan Wilson - 9780077107956

Services Marketing - Alan Wilson - 9780077107956

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South Africa
Product code
9780077107956
Bob Shop ID
652041140

European economies are now dominated by services and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples cases and readings have been integrated throughout the chapters and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate postgraduate (both masters and doctoral courses) and executive education levels.

TITLE: Services Marketing

AUTHOR: Alan Wilson

SKU: 9780077107956

PUBLISHER: McGraw-Hill Education - Europe

DATE PUBLISHED: 01/02/2008

PLACE PUBLISHED: United States

PAGES: 576

BINDING: Paperback / softback

LANGUAGE: English

DIMENSIONS: 188 mm x 243 mm x 33 mm

WEIGHT: 1228 gr

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