4. Compare and contrast the types of research that help a company identify common failure points (see

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4. Compare and contrast the types of research that help a company identify common failure points (see column 2 in Exhibit 5.1). Which of the types do you think produces better information? Why?

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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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