Services Marketing: People, Technology, Strategy
by Jochen Wirtz & Christopher Lovelock
A comprehensive guide to services marketing that integrates people, technology, and strategy for modern service organizations and professionals.
About This Book
This book provides an in-depth exploration of services marketing principles and practices.
It examines the critical roles of people, technology, and strategic frameworks in delivering effective services.
The content addresses contemporary challenges and opportunities in the services sector.
Readers gain insights into managing service quality, customer relationships, and competitive positioning.
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