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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Chapter 1. Introduction to Services Marketing

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Understand how services contribute to a country’s economy.

Image LO 2 Identify the powerful forces that are transforming service markets.

Image LO 3 Define services using the non-ownership service framework.

Image LO 4 Identify the four ...

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