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Keywords: Positioning
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Journal Articles
Managing Service Quality: An International Journal (2003) 13 (2): 105–111.
Published: 01 April 2003
...Jonathan Gutman; George Miaoulis This paper describes a method uniquely suited to the problem of coordinating quality service delivery with service quality positioning. The means‐end chain model is used to develop a marketing communications strategy for a university. In this study, first‐year...
