Services Marketing

Front Cover
Oxford University Press, Jan 1, 2004 - Service industries - 440 pages
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Designed to meet the requirements of MBA students in Indian business schools. This comprehensive textbook deals with the marketing of services as a separate discipline as distinct from conventional business marketing. It presents its core concepts, and elucidates them through managerial applications.

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Contents

Characteristics and Categories
1
and the crucial role of pricing and distribution channels in services marketing The sixth
10
Trends in Services Marketing
30
Copyright

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APTE, GOVIND

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