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Services Marketing: Integrating Customer Focus Across the Firm

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Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
New research references and examples in every chapter include increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. The longer cases have been removed from the 7e. View Table of Contents and Features below for more information.

CONTENTS
Part 1 Foundations for Service Marketing
1 Introduction to Service
2 Conceptual Framework of the Book: The Gaps Model of Service Quality
Part 2 Focus on the Customer
3 Customer Expectations of Service
4 Customer Perception of Service
Part 3 Understanding Customer Requirements
5 Listening to Customers through Research
6 Building Customer Relationships
7 Service Recovery
Part 4 Aligning Service Design and Standards
8 Service Innovations and Design
9 Customer-Defined Service Standards
10 Physical Evidence and the Servicescape
Part 5 Delivering and Performing Service
11 Employees' Roles in Service
12 Customers' Roles in Service
13 Managing Demand and Capacity
Part 6 Managing Service Promises
14 Integrated Service Marketing Communications
15 Pricing of Services
Part 7 Service and the Bottom Line
16 The Financial and Economic impact of Service

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Availability

5555131545

658.8 ZEI s

Pusat (Sirkulasi)

Available

Detail Information

Series Title

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Call Number

658.8 ZEI s

Publisher

New York : McGraw-Hill Education., 2018

Collation

xxviii, 514p.; 20.5 x 25.5 cm.

Language

English

ISBN/ISSN

978-1-260-08352-1

Classification

658.8

Content Type

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Media Type

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Carrier Type

-

Edition

7

Subject(s)

MARKETING - MANAGEMENT
MARKETING

Specific Detail Info

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Statement of Responsibility

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