Marketing Elective: Service Marketing (26IB7SMA)

These book notes are created for for the Service Marketing - Marketing Elective course thought by Jeroen Aarts in preparation for the exam. These notes should be used in conjecture with the lesson slides as they do not re-explain what is already explained in the slides, but instead explain concepts that are not explained in the slides while also highlighting other concepts that could be relevant for the exam. All information is compartmentalized per chapters and sub-chapters (through color codin...