Services Marketing: Integrating Customer Focus Across the Firm - Couverture rigide

Zeithaml, Valarie A.; Bitner, Mary Jo; Gremler, Dwayne D.

Couverture rigide

ISBN 10 : 0078112052 ISBN 13 : 9780078112058

Editeur : McGraw-Hill Professional, 2012

Synopsis

Services Marketing, 6/e, is written for students and businesspeople who recognize 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.

A propos du livre

À propos des auteurs

Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation.

Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.

Détails de l'édition

• Éditeur: McGraw-Hill Professional
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 0078112052
• ISBN 13: 9780078112058
• Reliure: Relié
• Numéro d'édition: 6
• Nombre de pages: 704
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible