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Services marketing : people, technology, strategy / Jochen Wirtz and Christopher Lovelock
Livre
Edited by World Scientific - 2022
'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, and technology, social media, and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view;
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