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· 제목 : Services Marketing : Text and Cases (Paperback, 3rd ed. 2008)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780230520936
· 쪽수 : 376쪽
· 출판일 : 2008-12-30
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780230520936
· 쪽수 : 376쪽
· 출판일 : 2008-12-30
목차
Introduction.- Setting the Context.- Service Goals: Use of Metaphors.- Service Encounters.- Consumer Experiences.- Service Design.- Internal Marketing.- Service Quality and Customer Satisfaction.- Relationship Marketing.- Service Profitability.- Further Research Issues and Conclusion.- Case Studies.- Index.
