"Services Marketing, 4/e", 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 o
1.Cross-Functional Treatment of Issues: through integration of marketing with other disciplines such as operations and human resources. This coverage illustrates to students the strong role that teams
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
Excellence in customer service is the hallmark of success in service industries and among manufacturers of products that require reliable service. But what exactly is excellent service? It is the abi
Manufacturers and other goods-dominant companies are eager, yet struggling, to broaden their offerings by growing monetized services supporting customers. The literature and managerial best practices
In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, t
