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What is Understanding Service Marketing Dynamics about?

1) Services dominate the global economy, representing over 50% of GDP and generating most new jobs. 2) There are four categories of services - people processing, possession processing, mental stimulus processing, and information processing. 3) Marketing challenges posed by services stem from their intangibility, heterogeneity, inseparability of production and consumption, and perishability - known as the "IHIP" characteristics.

Author

Muskan

Language

EN