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Managing the Evidence in Service Businesses

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AUTHOR(S):

Leonard L. Berry, Professor of Marketing, Texas A&M University; Kathleen Seiders, MBA, Texas A&M University

 

Design is crucial in the marketing of services. Leonard Berry and Kathleen Seiders enumerate the designed elements that make services tangible and explain how they can be exploited to shape first impressions, manage trust, change images, provide sensory

 

PUBLISHED: 1992

 

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