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In recent years there has been a marked development of theservice company, first in North America and now in WesternEurope. Much attention has been given to the marketing of services, butlittle in the sense of how to do services marketing. This ischanging as more and more services begin to take the question ofmarketing seriously. This article looks at the theory, practice, andfuture of services marketing.
Marketing Intelligence & Planning – Emerald Publishing
Published: May 1, 1989
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