Services Marketing: Integrating Customer Focus Across the Firm by Valarie A. Zeithaml, Paperback | Barnes & Noble
Services Marketing: Integrating Customer Focus Across the Firm

Services Marketing: Integrating Customer Focus Across the Firm

by Valarie A. Zeithaml
     
 
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

Overview

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.

Product Details

ISBN-13:
9780071263931
Publisher:
McGraw-Hill Companies, The
Publication date:
10/28/2008

Meet the Author

Valarie Zeithaml is the Roy and Alice H. Richards Bicentennial Professor of Marketing and Associate Dean for the MBA Program at the Kenan-Flagler Business School of the University of North Carolina.

Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.

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