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March 2017 (published: 15.03.2017)
Home > Issue > Customers as a variable of the service marketing mix
Customers as a variable of the service marketing mix
Evdokimova E. A.
The paper contains an analysis of the variable “People” of the service marketing mix. We demonstrate that customers can now be used as a tool of service marketing mix. We show some examples of companies that are attractive thanks to their customers.
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service marketing mix, people, external personnel
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