Gathers the pioneers of services marketing, and asks them to offer their perspectives regarding the foundation, evolution, and destiny of services marketing. This volume provides a personal and professional statement of the core assumptions behind services marketing. It also answers the inevitable question: What was services marketing?
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Gathers the pioneers of services marketing, and asks them to offer their perspectives regarding the foundation, evolution, and destiny of services marketing. This volume provides a personal and professional statement of the core assumptions behind services marketing. It also answers the inevitable question: What was services marketing?
Read Less
