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Focusing on services marketing and management, this book provides a practical guide grounded in academic research. It synthesizes key concepts from the author's leading textbook, making it accessible for industry practitioners. By highlighting best practices and the latest trends from a global perspective, it effectively connects theoretical insights with real-world applications, ensuring readers can successfully navigate the complexities of service markets through people, technology, and strategy.
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WINNING IN SERVICE MARKETS, Jochen Wirtz
- Lingua
- Pubblicato
- 2016
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