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Services marketing : integrating customer focus across the firm /

by Zeithaml, Valarie A.
Authors: Bitner, Mary Jo.%joint author | Gremler, Dwayne D.%joint author Published by : McGraw-Hill Irwin, (Boston, MA :) Physical details: xxviii, 708 p. : ill., map ; 26 cm. ISBN: 0071263934 Subject(s): Service industries %Marketing. | Customer services. | Marketing Year: 2009
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library English Collections Hall 658.8 Z48 (Browse Shelf) Available JBC/2011/10695
Book Book AUM Main Library English Collections Hall 658.8 Z48 (Browse Shelf) Available JBC/2011/10695

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.

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