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Factors Influencing Sales Promotion in Telecommunication Sector

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Factors Influencing Sales Promotion in Telecommunication Sector
Services Marketing
PEOPLE, TECHNOLOGY, STRATEGY
Sixth Edition

CHRISTOPHER LOVELOCK JOCHEN WIRTZ

Services Marketing
People, Technology, Strategy
S I X T H E D I T I O N

Christopher Lovelock
Yale University

Jochen Wirtz
National University of Singapore

Upper Saddle River, New Jersey 07458

Library of Congress Cataloging-in-Publication Data Lovelock, Christopher H. Services marketing : people, technology, strategy / Christopher Lovelock, Jochen Wirtz.—6th ed. p. cm. Includes bibliographical references and index. ISBN 0-13-187552-3 (alk. paper) 1. Marketing—Management. 2. Professions—Marketing. 3. Service industries— Marketing. 4. Customer services—Marketing. I. Wirtz, Jochen. II. Title. HF5415.13.L5883 2007 658.8—dc22 2006024219

Senior Acquisitions Editor: Katie Stevens VP/Editorial Director: Jeff Shelstad Product Development Manager: Ashley Santora Project Manager: Melissa Pellerano Editorial Assistant: Christine Ietto Marketing Assistant: Laura Cirigliano Associate Director, Production Editorial: Judy Leale Managing Editor: Renata Butera Permissions Coordinator: Charles Morris Associate Director, Manufacturing: Vinnie Scelta Manufacturing Buyer: Michelle Klein Design/Composition Manager: Christy Mahon Composition Liaison: Suzanne Duda Art Director: Jayne Conte Manager, Cover Visual Research & Permissions: Karen Sanatar Composition: Techbooks Full-Service Project Management: Techbooks Printer/Binder: Courier Westford Typeface: 10/12 Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on page 633.

Copyright © 2007, 2004 by Christopher H. Lovelock and Jochen Wirtz, © 2001, 1996, 1991, 1984 by Christopher H. Lovelock. Pearson Prentice Hall. All rights reserved. Printed in the United States of America. This publication is protected by Copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or



References: Source: Why Customers Are More Profitable Over Time from Frederick J. Reichheld and W. Earl Sasser Jr. “Zero Defections: Quality Comes to Services,” Harvard Business Review 73 (Sep.–Oct. 1990): p. 108. Reprinted by permission of Harvard Business School.

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