SERVICES MARKETING

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Highlights

ISBN13:9780070660076
ISBN10:0070660077
Publisher:MCGRAW HILL EDUCATION
Language:English
Author:VALARIE A ZEITHAML, MARY JO BITNER, DWAYNE D GREMLER
Subject:SERVICES MARKETING
Binding:Paperback
Pages:600
Edition:4
Edition Details:LATEST
SUPC: SDL513780698

Other Specifications

Other Details
Country of Origin or Manufacture or Assembly	India
Common or Generic Name of the commodity	Reference Books
Manufacturer's Name & Address
Packer's Name & Address
Marketer's Name & Address
Importer's Name & Address

Description

The book 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.

Key Features

GAPS Model
Indian Examples Integrated
More Customer Orientation
More Research based

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Brand: McGraw Hill Education
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