2015 | OriginalPaper | Buchkapitel
Franchising and Global Services Marketing
verfasst von : A. Ben Oumlil
Erschienen in: Proceedings of the 1993 World Marketing Congress
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In the past decade, the field of services marketing has been attracting considerable academic attention. This is consistent with the growing services orientation of the U.S. economy and the marketing challenges created by the changing environmental conditions, such as deregulation, in service industries.