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Services Marketing
by Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler · McGraw-Hill Education · tapa blanda · 562 pages
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Pages: 562 pagesAuthor: Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne GremlerPublisher: McGraw-Hill EducationFormat: tapa blandaLanguage: enRelease date: 1/4/2016ISBN: ISBN 9780077169312
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Synopsis of Services Marketing
Este libro de texto ofrece una revisión y análisis exhaustivos de los problemas, prácticas y estrategias del marketing de servicios. El comportamiento, las expectativas y las percepciones de los clientes se discuten al principio del texto para formar la base de la comprensión de la estrategia de marketing de servicios más adelante, y el contenido gerencial está enmarcado por el modelo GAPS.
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