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Understanding consumer preferences and loyalty is crucial for service providers to effectively differentiate their offerings in a competitive market. This book explores how managers can identify key product features that resonate with customers, enabling them to develop targeted strategies. As part of the Winning in Service Markets Series, it combines academic research with practical insights, showcasing best practices and emerging trends in services marketing and management globally.
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POSITIONING SERVICES IN COMPETITIVE MARKETS, Jochen Wirtz
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- Année de publication
- 2017
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