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Services Marketing: Integrating Customer Focus Across the Firm

ISBN: 9780072312218 | 0072312211
Edition: 2nd
Format: Hardcover
Publisher: McGraw-Hill College
Pub. Date: 11/1/1999

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Virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturers that formerly depended on their physical products now recognize that service provides one of their few sustainable competitive advantages. This book includes coverage of global services marketing and the impact of the world wide web.

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