Innovations in services marketing and management :
Innovations in services marketing and management : strategies for emerging economies /
Anita Goyal, Indian Institute of Management, Lucknow, India.
- Hershey, PA : Business Science Reference, an imprint of IGI Global, [2014].
- xxv, 383 pages ; 29 cm.
- A volume in the Advances in marketing, customer relationship management, and E-services (AMCRMES) book series. .
"Premier Reference Source"--Cover.
Includes bibliographical references (pages 329-372) and index.
"This book presents insights into marketing strategies and tactical perspectives in both large and small enterprises, exploring case studies, contemporary research, and theoretical frameworks in effective business management"--
9781466646711 (hardcover)
2013025561
Service industries--Marketing.
Service industries--Management.
Marketing--Management--Case studies.
HD 9980.5 / .In67 2014
"Premier Reference Source"--Cover.
Includes bibliographical references (pages 329-372) and index.
"This book presents insights into marketing strategies and tactical perspectives in both large and small enterprises, exploring case studies, contemporary research, and theoretical frameworks in effective business management"--
9781466646711 (hardcover)
2013025561
Service industries--Marketing.
Service industries--Management.
Marketing--Management--Case studies.
HD 9980.5 / .In67 2014
