This special volume of Advances in International Marketing is devoted to exploring new perspectives on international service marketing – a topic of great interest to scholars and practitioners of international marketing. It is guest edited by Pieter Pauwels and Ko de Ruyter, both of Maastricht University.
Tamer Cavusgil, S. (2005), "PREFACE", de Ruyter, K. and Pauwels, P. (Ed.) Research on International Service Marketing: A state of the Art (Advances in International Marketing, Vol. 15), Emerald Group Publishing Limited, Bingley, p. IX. https://doi.org/10.1016/S1474-7979(04)15010-2
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