Services marketing: integrating customer focus across the firm

Nhan đề: Services marketing: integrating customer focus across the firm

Tác giả: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler

Chủ đề: Service industries -- Marketing; Customer services; Marketing

Mô  tả: Pt 1: Foundations for services marketing -- Ch 1: Introduction to services -- Ch 2: Conceptual framework of the book: the gaps model of service quality -- Pt 2: Focus on the customer -- Ch 3: Customer expectations of service -- Ch 4: Customer perceptions of service -- Pt 3: Understanding customer requirements -- Ch 5: Listening to customers through research -- Ch 6: Building customer relationships -- Ch 7: Service recovery -- Pt 4: Aligning service design and standards -- Ch 8: Service innovation and design -- Ch 9: Customer-defined service standards -- Ch 10: Physical evidence and the servicescape -- Pt 5: Delivering and performing service -- Ch 11: Employees' roles in service delivery -- Ch 12: Customers' roles in service delivery -- Ch 13: Managing demand and capacity -- Pt 6: Managing service promises -- Ch 14: Integrated service marketing communications -- Ch 15: Pricing of services -- Pt 7: Service and the bottom line -- Ch 16: The financial and economic impact of service

Tóm tắt: “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.” – Back cover

Nhà xuất bản: McGraw-Hill Education

Năm xuất bản: 2018

ISBN: 9780078112102 (hbk.), 0078112109 (hbk.)