Swartz, Teresa A. (ed.); Iacobucci, Dawn (ed.) - 2000
marketing and management." —James Heskett, Harvard Business School "The Handbook of Services Marketing and Management provides … an excellent introduction to the topics and issues that define service marketing today. Editors Swartz and Iacobucci have … Distinguished Professor of International Marketing, Northwestern University "Services, because of their intangibility, variability …
