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    Services Marketing: Integrating Customer Focus Across the Firm (Paperback) By (author) Alan Wilson, By (author) Valarie A. Zeithaml, By (author) Mary Jo Bitner, By (author) Dwayne D. Gremler


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    DescriptionEuropean economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.

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  • Full bibliographic data for Services Marketing

    Services Marketing
    Integrating Customer Focus Across the Firm
    Authors and contributors
    By (author) Alan Wilson, By (author) Valarie A. Zeithaml, By (author) Mary Jo Bitner, By (author) Dwayne D. Gremler
    Physical properties
    Format: Paperback
    Number of pages: 576
    Width: 190 mm
    Height: 246 mm
    Thickness: 38 mm
    Weight: 1,238 g
    ISBN 13: 9780077107956
    ISBN 10: 0077107950

    BIC E4L: BUS
    Nielsen BookScan Product Class 3: S4.0T
    BIC subject category V2: KJS
    DC22: 658.8
    BISAC V2.8: BUS043000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    Thema V1.0: KJS
    Edition statement
    European Edition.
    Illustrations note
    col. Illustrations
    McGraw-Hill Education - Europe
    Imprint name
    McGraw Hill Higher Education
    Publication date
    01 February 2008
    Publication City/Country
    Author Information
    Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation. Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.
    Table of contents
    Part One: Foundations for services Marketing 1. Introduction to Services 2. Consumer Behaviour in Services 3. Consumer Expectations of Service 4. Customer Perceptions of Service 5. Conceptual Framework of the Book- The Gaps Model of Service Quality Part Two: Understanding Customer Requirements 6. Listening to Customers Through Research 7. Building Customer Relationships Part Three: Aligning Service Design and Standards 7. Service Development and Design 8. Customer Defined Service Standards 9. Physical Evidence and the Servicescape Part Four: Delivering and Performing Service 11. Employees' Roles in Service Delivery 12. Customers' Roles in Service Delivery 13. Delivering Service through Technology and Intermediaries 14. Managing Demand and Capacity 15. Service Recovery Part Five: Managing Service Promises 16. Integrated Service Marketing Communications 17. Pricing of Services Part Six: Service and the Bottom Line 18. The Financial Impact of Service Quality Case Section 1. Tesco- The Customer Relationship Management Champion 2. People, Service and Profit at Jyske Bank 3. easyCar.com 4. Telecom Italia Mobile: Making Profits in a Mature Market 5. McDonalds in the UK: The Competitive Strategies 6. Call Center Europe 7.Disneyland resort Paris: Mickey Goes to Europe 8. Giordano