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"This course focuses on the distinctively different aspects concerned with marketing in services industries. Concepts will be illustrated using cases and examples from service industries such as banking, health care, financial planning, consulting, the professions and communications. Topics will include the nature of services, how consumer behavior relates to services, development of the service concept (including its value proposition, the product, distribution, pricing, and communications strategies), managing the interface between customers and the service organization, building customer loyalty and service recovery."
Please use the call number below to search the library catalog, through the Call Number function, to browse the library collection listing materials relevant to this course.