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Marketing plans for service businesses : a complete guide /

McDonald, Malcolm.

Marketing plans for service businesses : a complete guide / Malcolm McDonald, Adrian Payne, and Pennie Frow. - 3rd ed. - Chichester, West Sussex : John Wiley & Sons, 2011. - xv, 495 p. : ill. ; 25 cm.

Includes bibliographical references and index.

ISBN: 9780470979099 (pbk. : alk. paper) RM167.42

Subjects--Topical Terms:
Service industries--Marketing.
Service industries--Planning.

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Marketing plans for service businesses : a complete guide /

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