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- Phân loại: 658.8
- Tác giả: Jochen Wirtz
- Thông tin XB: UK: Pearson, 2023
- Mô tả vật lý: 649 p., 26 cm.
- Tóm tắt: "Essentials of Services Marketing, 4th Edition" by Jochen Wirtz serves as an introductory textbook for undergraduate courses in services marketing. As the global economy shifts increasingly towards services, the book emphasizes the significance of skills in marketing and managing these services. It integrates recent academic and managerial insights, showcasing contemporary service concepts while contextualizing marketing issues within broader management functions. The text highlights the interconnections ...
- Từ khóa: Services Marketing; Service Management; Marketing Integration; QTR307
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