1.Cross-Functional Treatment of Issues: through integration of marketing with other disciplines such as operations and human resources. This coverage illustrates to students the strong role that teams play i
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NEW! Get students to build on their principles of marketing knowledge: Revised Framework. The text is organized around a revised framework that seamlessly builds on the topics learned in a principles or marke
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Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book’s content is to develop strong customer relations
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