Services Marketing - Hardcover

Zeithaml, Valarie; Bitner, Mary Jo; Gremler, Dwayne

Hardcover

ISBN 10: 0072471425 ISBN 13: 9780072471427

Publisher: McGraw-Hill Education, 2002

Synopsis

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.

About this title

From the Publisher:

Coverage of Customer Relationship Management, Customer Equity, and Lifetime Value Analysis Expanded: These new and expanded topics reflect current trends in understanding and recognizing customer profitability.
Latest Research Findings and Business Examples Included: A recurring feature of this text has been incorporation of the most current academic and business research as well as business examples.
Business-to-Business Coverage Increased: More B2B examples are integrated into the chapters to highlight the differences between B2B and business to customer (B2C) marketing applications.
Technology and Internet Coverage Increased and Updated: Students are exposed to the latest technology applications in the service sector.
New Marketing Topics: Including management and measurement of service quality, service recovery, linking of customer measurement to performance measures, and cross-functional treatment of issues. Each of these topics represents pivotal content for tomorrow's corporations as they structure around processes rather than tasks, engage in one-to-one marketing, mass customize their offerings, and attempt to build strong relationships with their customers.
Cross-Functional Treatment of Issues: through integration of marketing with other disciplines such as operations and human resources. This coverage illustrates to students the strong role that teams play in the business world and specifically in developing and marketing a service.
Students Develop the Skills Needed to Market a Service: Students learn how to apply basic marketing concepts in the service environment.
Three Service Ps: People, Physical Evidence, Process: Builds upon the traditional marketing mix to address differences between marketing of services and tangible goods.
Focus on Customer Relationships and Relationship Marketing Strategies: Integrated throughout the text to reinforce the role that relationship marketing plays in marketing a service.
Emphasis on Service Quality Measurement: Reflects the importance good companies place on their ability to quantify and measure service quality as they strive to build customer loyalty and evaluate the effectiveness and efficiency of service offerings.
Focus on Customer Expectations and Perceptions: Key to developing and delivering service offerings that customers will value.
Detailed Coverage of Service Development Processes: Including a detailed and complete introduction to service blueprinting'a tool for describing, designing and positioning services'exposes students to forward-thinking ideas intended to better match service with customer expectations.
Technology Spotlight Boxes: in each chapter highlight the role technology plays in Services.
Global Feature Boxes: Highlight global services marketing examples.
Consumer-based Pricing and Value Pricing Strategies: shows students how to price a service.

About the Author:

Valarie Zeithaml is an award-winning teacher and researcher, and an internationally recognized pioneer of services marketing. Dr. Zeithaml has researched customer expectations in more than 50 industries. She has consulted with service and product companies, including IBM, Kaiser Permanente, GE, John Hancock Financial Services, Aetna, AT&T, Metropolitan Life Insurance, Bank of America, Chase Manhattan Bank, Allstate, and Procter and Gamble.For her work that is influencing the future direction of marketing, she was named a Thomson Reuters Highly Cited Researcher in the report on "The World's Most Influential Scientific Minds."The American Marketing Association (AMA) named her a Marketing Legend in 2016. She was selected for its inaugural cohort of AMA Fellows for her significant contributions to the research, theory and practice of marketing and service to the AMA in 2015.In 2008, the AMA awarded her with the Paul D. Converse Award, which is granted every four years to individuals who have made outstanding and enduring contributions to marketing through journal articles, books or a body of work. She received the AMAs Career Contributions to the Services Discipline Award in 2001.She received both the Innovative Contributor to Marketing Award from the Marketing Management Association and the Outstanding Marketing Educator Award from the Academy of Marketing Science in 2004.Dr. Zeithaml is the author or co-author of seven prized books, including  Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, Delivering Quality Service: Balancing Customer Perceptions and Expectations, and this best-selling textbook. She received her PhD and MBA from the University of Maryland, and her BA from Gettysburg College.

About this edition

• Publisher: McGraw-Hill Education
• Publication date: 2002
• ISBN 10: 0072471425
• ISBN 13: 9780072471427
• Binding: Hardcover
• Edition number: 3
• Number of pages: 688