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Focusing on the intersection of academic research and practical application, this book provides a comprehensive overview of services marketing and management. Drawing from a leading textbook, it presents key concepts supported by evidence, making it accessible for industry practitioners. The text highlights best practices and emerging trends in the field, aiming to equip readers with the tools needed for success in service markets through effective people, technology, and strategy integration.
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WINNING IN SERVICE MARKETS, Jochen Wirtz
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- Année de publication
- 2016
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