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Spring 2020 - 2nd Sem 2019-20
Aug 08, 2020
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B A 413 - SERVICE MARKETING
The role and scope of marketing in service and nonprofit organizations. Explanation of the distinctive characteristics of services and the implications of these characteristics for strategic marketing planning and execution. Issues to be examined include the role of customer expectation, behavior, and perception in satisfaction, customer relationship management by service organizations, service delivery through intermediaries, gap analysis and service-specific marketing mix considerations. Prerequisite(s): Completion of 90 semester hours; BA 335; grade of C or better in BA 305.



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Release: 8.7.2.4