SERVICES MARKETING
This title introduces a ground-breaking approach to the services marketing course. It replaces the 4Ps with the Gaps model of service quality. The Gaps service quality model makes explicit the difference between the marketing of goods and the marketing of services, as well as the differences between...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
New York
THE McGRAW-HILL COMPANIES
1996
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| Series: | McGraw-Hill series in marketing
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Services marketing integrating customer focus across the firm