Zeithaml, Valarie A
Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler - Boston : McGraw-Hill Irwin, c2009 - xxviii, 708 p. : ill., map ; 26 cm
This textbook provides a comprehensive review and analysis of services marketing issues, practice and strategy. Customer behaviour, expectations and perceptions are discussed early on in the text to form the basis for understanding services marketing strategy later on, and the managerial content is framed by the GAPS model
9780077131715
2008003660
Service industries--Marketing
Customer services
Marketing
Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler - Boston : McGraw-Hill Irwin, c2009 - xxviii, 708 p. : ill., map ; 26 cm
This textbook provides a comprehensive review and analysis of services marketing issues, practice and strategy. Customer behaviour, expectations and perceptions are discussed early on in the text to form the basis for understanding services marketing strategy later on, and the managerial content is framed by the GAPS model
9780077131715
2008003660
Service industries--Marketing
Customer services
Marketing