Services Marketing (4th Edition) - Hardcover

Valarie A. Zeithaml; Mary Jo Bitner; Dwayne Gremler

Hardcover

ISBN 10: 0072961945 ISBN 13: 9780072961942

Publisher: McGraw-Hill/Irwin, 2005

Synopsis

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 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.

About this title

About the Author:

Valarie Zeithaml is the Roy and Alice H. Richards Bicentennial Professor of Marketing and Associate Dean for the MBA Program at the Kenan-Flagler Business School of the University of North Carolina.

About this edition

• Publisher: McGraw-Hill/Irwin
• Publication date: 2005
• ISBN 10: 0072961945
• ISBN 13: 9780072961942
• Binding: Hardcover
• Edition number: 4
• Number of pages: 736