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Services Marketing, 2nd Edition by K. Mohana Rao

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11

The Service Product

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the concept of service product

  • Understand the process of development of a basic service package

  • Understand the process of new service development

  • Describe the concept of service blueprinting

  • Understand the service product mix and service differentiation

  • Understand service life-cycle management

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