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Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book’s content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.
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The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries.
Significant Characteristics and Detailed Information
ISBN-10: 71263934
ISBN-13: 9780071263931
Authors: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler
Publisher: McGraw-Hill
Publication Date: 2009
MSRP:
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