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- Phân loại: 658.8
- Tác giả: Jochen Wirtz
- Thông tin XB: New Jersey: World Scientific, 2022
- Mô tả vật lý: xvii, 665 p.: illustrations, 29 cm.
- Tóm tắt: Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, new technologies such as artificial intelligence and robotics, and new business models including peer-to-peer sharing platforms. This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted ...
- Từ khóa: Services Marketing; Managerial Approach; Technology Integration; Business Models; MKT201F, CMS401F
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