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Item Details
| Title:
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SERVICES MARKETING
INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM |
| By: |
VALARIE A. ZEITHAML |
| Format: |
hardback |
| List price:
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£103.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0072471425 |
| ISBN 13: |
9780072471427 |
| Publisher: |
MCGRAW-HILL EDUCATION - EUROPE |
| Edition: |
3REV ED |
| Pages: |
688 |
| Description: |
Provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework, this book includes multiple chapters with strategies for understanding and closing the critical gaps. |
| Synopsis: |
"Services Marketing, 3/e", by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition. |
| Illustrations: |
INDEX |
| Returns: |
Non-returnable |
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