SERVICES MARKETING, 3/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 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.
"synopsis" may belong to another edition of this title.
Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation.
Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.
"About this title" may belong to another edition of this title.
Book Description McGraw-Hill/Irwin, 2002. Hardcover. Book Condition: New. 3. Bookseller Inventory # DADAX0072471425
Book Description McGraw-Hill/Irwin, 2002. Hardcover. Book Condition: New. book. Bookseller Inventory # 0072471425
Book Description McGraw-Hill/Irwin, 2002. Hardcover. Book Condition: New. Bookseller Inventory # P110072471425
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800724714271.0