http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
1. Understanding service products, consumers and markets -- 2. Applying the 4Ps to services -- 3. Managing the consumer interface -- 4. Implementing profitable service strategies -- 5. Cases
Christopher Lovelock, Jochen Wirtz, Patricia Chew
Includes bibliographical references and index