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indigoBooksDawn Iacobucci


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An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment…

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The Handbook is organized in six major sections: The service setting, demand management, service excellence and profitability, service recovery, service relationships, and firm-wide service issues. A unique structural feature of the Handbook is the inclusion of…

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This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of…

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This book covers mediation analysis-the examination of whether an effect of one variable on another is direct or indirect or both. Author Dawn Iacobucci offers thorough coverage of introductory and advanced material as well as conceptual and statistical…