About the Authors

Leonard L. Berry is distinguished professor of marketing and holds the M. B. Zale chair in retailing and marketing leadership in the Mays Business School at Texas A&M University. He also is professor of humanities in medicine in the College of Medicine. He served as a visiting scientist at Mayo Clinic studying healthcare service in 2001–2002. A former national president of the American Marketing Association, Dr. Berry is author of Discovering the Soul of Service and On Great Service, among other books. He is a recipient of the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award and the Outstanding Marketing Educator Award from the Academy of Marketing Science, and the Paul D. Converse Award.

Kent D. Seltman is the ...

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