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Early Thoughts
Booms, B, Bitner, M. J. (1981)

“Marketing Strategies and Organizational Structures for Service Firms” in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51.


In James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51.

 

Introduces the 7 Ps Service Marketing Mix

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