Paper

Marketing Strategies and Organizational Structures for Service Firms

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.

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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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