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Services Marketing 28.0%OFF

Services Marketing

by Pallavi Bahuguna

  • ISBN

    :  

    9789380921204

  • Publisher

    :  

    Centrum Press

  • Subject

    :  

    Encyclopaedias & Reference Works

  • Binding

    :  

    Hardcover

  • Pages

    :  

    320

  • Year

    :  

    2012

₹

900.0

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₹

648.0

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  • Description

    Services marketing provide a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS model of service quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. The book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behaviour, expectations, and perceptions are discussed in the text to form the basis for understanding services marketing strategy and the managerial content is framed by the GAPS model. The author continues to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this book.

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