DEVELOPING SERVICE PRODUCTS AND BRANDS

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Focusing on the intricacies of service product design, this volume explores how to effectively combine core and supplementary services to form a compelling value proposition for target customers. Written by services marketing expert Jochen Wirtz, it is part of the Winning in Service Markets Series, which connects academic research with practical industry insights. The book highlights best practices and contemporary trends in services marketing and management, making it a valuable resource for both scholars and practitioners in the field.