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Services Marketing

Valarie A. Zeithaml

Published by Mcgraw-Hill Education Ltd Aug 2013, 2013
ISBN 10: 0078112052 / ISBN 13: 9780078112058
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Title: Services Marketing

Publisher: Mcgraw-Hill Education Ltd Aug 2013

Publication Date: 2013

Binding: Buch

Book Condition: Neu

Description:

Neuware - Services Marketing , 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrows businesses as they attempt to build strong relationships with their customers. 736 pp. Englisch. Bookseller Inventory # 9780078112058

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Synopsis: Book by Dwayne Gremler Mary Jo Bitner Valarie A Zeithaml

Reseña del editor: Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries.

In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.

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