Abstract
In the past decade, the field of services marketing has been attracting considerable academic attention. This is consistent with the growing services orientation of the U.S. economy and the marketing challenges created by the changing environmental conditions, such as deregulation, in service industries.
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Oumlil, A.B. (2015). Franchising and Global Services Marketing. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_28
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DOI: https://doi.org/10.1007/978-3-319-17323-8_28
Publisher Name: Springer, Cham
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