Services Marketing - Hardcover

Zeithaml, Valarie A.; Bitner, Mary Jo

Hardcover

ISBN 10: 0070782504 ISBN 13: 9780070782501

Publisher: McGraw-Hill Inc.,US, 1996

Synopsis

This title introduces a ground-breaking approach to the services marketing course. It replaces the 4Ps with the Gaps model of service quality. The Gaps service quality model makes explicit the difference between the marketing of goods and the marketing of services, as well as the differences between the way the principles of marketing course handles the marketing mix and the way the service marketing course does. Written by extremely well-respected people in services marketing, this book is the first integrated services marketing text in the field. It covers topics of critical importance for the 1990s, such as service quality, links between marketing and other disciplines (e.g. production and operations management and human resources management), and transforming a product firm into a service firm. The text ends with six comprehensive cases.

About this edition

• Publisher: McGraw-Hill Inc.,US
• Publication date: 1996
• ISBN 10: 0070782504
• ISBN 13: 9780070782501
• Binding: Hardcover
• Number of pages: 608