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Beskrivning
The Dictionary has been carefully designed to give both the expert and the newcomer overviews and succinct presentations of the most important traditional and contemporary issues in marketing.
Barbara R. Lewis is Senior Lecturer in Marketing at the Manchester School of Management, UMIST. She has published widely on marketing issues in the services sector, and her present research activities relate to customer care and service quality, and consumer behavior in the services sector.Dale Littler is Professor of Marketing at the Manchester School of Management, UMIST. He has published extensively on various aspects of strategic marketing and new product development and his current research is focused on customer behavior towards innovative products and services.
Innehållsförteckning
Preface. List of Contributors.Dictionary Entries A-Z.Index.
