Services Marketing Management: An International Perspective

Hans D. P. Kasper · P.J.C. van Helsdingen · Wim DE VRIES

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Service and Product Innovation

Abstract

The fundamentals of services marketing management classifying services and service delivery processes the service environment services buying behaviour service quality information and market research in service organizations a framework for strategic services planning at corporate level strategic services marketing planning in strategic business units internationalization of services people, organization and processes providing and developing services communication distribution of services pricing services implementation and control marketing government and public services.

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