Services Marketing: A Managerial Perspective
- ISBN-10
- 0074702572
- ISBN-13
- 9780074702574
- Series
- Services Marketing
- Category
- Customer services
- Pages
- 532
- Language
- English
- Published
- 1997-10
- Authors
- Rod McColl, Adrian Palmer, Bill Callaghan
Description
The Australian economy is dominated by services; this is our fastest growing sector in terms of both domestic and export markets. This book provides a comprehensive introduction to contemporary theories, issues, strategies and operational tactics relevant to every aspect of services marketing and management.
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