Advances in Services Marketing

Advances in Services Marketing

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Furthermore, intangibility causes problems in communicating the nature and value of services (Zeithaml, 1981; Cowell, ... and employ some marketing tools in addition to the traditional 4 Ps. Booms and Bitner (1981) propose to expand theanbsp;...

Title:Advances in Services Marketing
Author: Hans Mühlbacher, Jean-Paul Flipo
Publisher:Springer-Verlag - 2013-07-01

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