Services marketing : integrating customer focus across the firm
Zeithaml, Valarie A.2012
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This textbook provides a comprehensive review and analysis of services marketing issues, practice and strategy. Customer behaviour, expectations and perceptions are discussed early on in the text to form the basis for understanding services marketing strategy later on, and the managerial content is framed by the GAPS model.
Edition:
6th ed. / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler.
Imprint:
New York : McGraw-Hill Higher Education ; London : McGraw-Hill [distributor], 2012.
Collation:
704 p. ; 27 cm.
Notes:
Previous ed.: 2009.Includes bibliographical references and index.
ISBN:
9780078112058 (hbk)
Dewey class:
658.8658.8
Language:
English
BRN:
153444