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· 제목 : Principles of Services Marketing (Paperback) 
· 분류 : 외국도서 > 경제경영 > 세일즈
· ISBN : 9780077152345
· 쪽수 : 554쪽
· 분류 : 외국도서 > 경제경영 > 세일즈
· ISBN : 9780077152345
· 쪽수 : 554쪽
목차
1. What is services marketing? 2. Services systems 3. Managing the customer experience 4. Making services accessible to consumers 5. Relationships, partnerships and networks 6. Understanding services buyer behavior 7. Innovation and new service development 8. Developing service brands 9. Service quality 10. Engaging employees in service delivery 11. The pricing of services 12. Yield management: matching capacity with demand 13. Managing communications 14. Globalized services marketing
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