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    Strategy in services marketing: value generation

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    Authors
    Farquhar, Jillian Dawes
    Hallidey, S.V.
    Issue Date
    2012-09
    
    Metadata
    Show full item record
    Abstract
    This chapter extends understanding of services marketing strategies by highlighting the role of interaction rather than exchange, the alignment of corporate and marketing strategies in generating value and the development of a value generating chain as a means of informing specific strategy development.
    Citation
    Farquhar, J.D., Hallidey,S.V., Strategy in Services Marketing: Value Generation in R. Fisk, L. Harris and R. Bennett (ed.) Serving Customers: Global Services Marketing Perspectives, 2012,chapter 13, Melbourne: Tilde University Press
    Publisher
    Tilde University Press, Melbourne
    URI
    http://hdl.handle.net/10547/251140
    Additional Links
    http://www.tup.net.au/publications-new/Serving_Customers.aspx
    Type
    Book chapter
    Language
    en
    ISBN
    978-0-7346-1099-7
    Collections
    Centre for Advances in Marketing (CAM)

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