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Services Marketing

Services Marketing - 5th edition

ISBN13: 978-0073380933

Cover of Services Marketing 5TH 09 (ISBN 978-0073380933)
ISBN13: 978-0073380933
ISBN10: 0073380938

Cover type: Hardback
Edition: 5TH 09
Copyright: 2009
Publisher: Richard D. Irwin, Inc.
Published: 2009
International: No

List price: $269.75

Services Marketing - 5TH 09 edition

ISBN13: 978-0073380933

Zeithaml, Bitner and Gremler

ISBN13: 978-0073380933
ISBN10: 0073380938

Cover type: Hardback
Edition: 5TH 09
Copyright: 2009
Publisher: Richard D. Irwin, Inc.
Published: 2009
International: No
Summary

Services Marketing, 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.

Author Bio

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

Table of Contents

Part One Foundations for Services Marketing 1 Introduction to Services 2 Conceptual Framework of the Book: The Gaps Model of Service Quality
Part Two Focus on the Customer 3 Consumer Behavior in Services 4 Customer Expectations of Service 5 Customer Perceptions of Service
Part Three Understanding Customer Requirements 6 Listening to Customers Through Research 7 Building Customer Relationships 8 Service Recovery
Part Four Aligning Service Design and Standards 9 Service Development and Design 10 Customer-Defined Service Standards 11 Physical Evidence and the Servicescape
Part Five delivering and Performing Service 12 Employees' Roles in Service Delivery 13 Customers' Roles in Service Delivery 14 Delivering Service Through Intermediaries and Electronic Channels 15 Managing Demand and Capacity
Part Six Managing Service Promises 16 Integrated Services Marketing Communications 17 Pricing of Services
Part Seven Service and the Bottom Line 18 The Financial and Economic Impact of Service Cases Index