3. What are the basic characteristics of services compared with goods? What are the implications of these

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3. What are the basic characteristics of services compared with goods? What are the implications of these characteristics for Airbnb, GE, Southwest Airlines, or the company you work for?

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Services Marketing Integrating Customer Focus Across The Firm

ISBN: 9780078112102

7th Edition

Authors: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler

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