Services Marketing, 4/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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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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Book Description McGraw-Hill, 2005. Paperback. Book Condition: Acceptable. Previously water damaged, slight waving to the page edges and some staining. (Hence Acceptable) Good reading copy. Ex Library Book with usual stamps and stickers. Acceptable: a readable copy. All pages and the cover are intact (dust cover may be missing). Pages can include considerable notes--in pen or highlighter--but notes cannot obscure the text. Most items will be dispatched the same or the next working day. Bookseller Inventory # mon0004988790