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Services Marketing / Edition 1

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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.
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Product Details

  • ISBN-13: 9780070782501
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 1/1/1995
  • Series: Mcgraw-Hill Series in Marketing
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 700

Table of Contents

Preface
1 Introduction to Services 3
2 Key Competitive Trends and Conceptual Framework of the Book 30
3 Consumer Behavior in Services 55
4 Customer Expectations of Service 75
5 Customer Perceptions of Service 102
6 Understanding Customer Expectations Through Marketing Research 135
7 Building Customer Relationships Through Segmentation and Retention Strategies 169
8 Customer-Defined Service Standards 203
9 Leadership and Measurement Systems for Market-Driven Service Performance 238
10 Service Design and Positioning 263
11 Employees' Roles in Service Delivery 301
12 Delivering Service Through Intermediaries 334
13 Customers' Role in Service Delivery 363
14 Managing Demand and Capacity 387
15 International Services Marketing 414
16 The Role of Advertising, Personal Selling, and Other Communication 449
17 Pricing of Services 482
18 The Physical Evidence of Service 516
Index 691
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