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.
CITATION STYLE
Oumlil, A. B. (2015). Franchising and Global Services Marketing. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 111–114). Springer Nature. https://doi.org/10.1007/978-3-319-17323-8_28
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