Library of American University of Madaba
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Zeithaml, Valarie A.
Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. - 5th ed. - Boston, MA : McGraw-Hill Irwin, 2009. - xxviii, 708 p. : ill., map ; 26 cm.
Includes bibliographical references and index.
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.
0071263934 9780071263931
Service industries--Marketing.
Customer services.
Marketing
658.8 / Z48
Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. - 5th ed. - Boston, MA : McGraw-Hill Irwin, 2009. - xxviii, 708 p. : ill., map ; 26 cm.
Includes bibliographical references and index.
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.
0071263934 9780071263931
Service industries--Marketing.
Customer services.
Marketing
658.8 / Z48