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information systems which will change the traditional mass-marketing approach ... …
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authors present contributions from the world's leading experts on services marketing and management …
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This Handbook presents the state of the art in the scientific field of experience economy studies. It offers a rich and varied collection of contributions that discuss different issues of crucial importance for our understanding of the experience economy. Each chapter reflects diverse scientific...
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This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective …, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it … attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of …
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