The Development of this Book
The feedback and suggestions from several instructors who used the first edition of this book has been immensely useful to the development of this edition of Services Marketing. Although we could not incorporate all their suggestions, we do acknowledge that their feedback was invaluable to our attempt at making this book more valuable to students.
Consultant Board
The consultant board provided us a critical and detailed analysis of each chapter and worked with us in developing the book. We wish to thank the following individuals for their timeless dedication and commitment.
Rajesh Panda
Symbiosis Institute of Business Management, Pune
Usha Kiran Rai
Banaras Hindu University, Varanasi
A. Vidyadhar Reddy
Osmania University, ...
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