by K. Douglas Hoffman · tapa blanda · ISBN 9789706862020
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«Fundamentos de Marketing de Servicios» is the services marketing manual by K. Douglas Hoffman and John E. G. Bateson, published in paperback.
Explains the basic principles of marketing for service companies: service quality management, customer satisfaction and commercial strategies. Includes practical case studies for applying the concepts.
Second edition in Spanish, 570 pages, published in 2002 by Thomson International.
Aimed at students and marketing professionals looking for a practical view of the service sector.
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