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Services Marketing: Integrating Customer Focus Across the Firm, Fifth Edition (Special Indian Edition)

Mary Jo Bitner,Valarie A. Zeithaml

103 valoraciones por Goodreads
ISBN 10: 0070700990 / ISBN 13: 9780070700994
Editorial: Tata McGraw-Hill Education Pvt. Ltd., 2010
Nuevos Condición: New Encuadernación de tapa blanda
Librería: BookVistas (New Delhi, DELHI, India)

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In its fifth edition, Services Marketing is more comprehensive and varied providing a detailed analysis of the issues arising from the fields of Marketing and related service providing. Based on the famous GAPS Model of Service Quality, this book, as in the previous editions, makes the process of understanding Services Marketing easier by delving in the practices and strategies adopted by the most efficient firms across the world. With its thematic approach to build stronger customer relationships through quality service, it focuses on the customer, who, after all, is the basis of all management practices. Table of Contents Chapter 1: Introduction to Services Chapter 2: Conceptual Framework of the Book: The Gaps Model of Service Quality Chapter 3: Consumer Behavior in Services Chapter 4: Customer Expectations in Services Chapter 5: Customer Perceptions in Services Chapter 6: Listening to Customers through Research Chapter 7: Building Customer Relationships Chapter 8: Service Recovery Chapter 9: Service Development and Design Chapter 10: Customer-Defined Service Standards Chapter 11: Physical Evidence and the Servicescape Chapter 12: Employees` Roles in Service Delivery Chapter 13: Customers` Roles in Service Delivery Chapter 14: Delivering Service through Intermediaries and Electronic Channels Chapter 15: Managing Demand and Capacity Chapter 16: Integrated Services Marketing Communications Chapter 17: Pricing of Services Chapter 18: The Financial and Economic Impact of Service Case Studies ? People, Service and Profit at Jyske Bank ? Merrill Lynch: Supernova ? JetBlue: High-Flying Airline Melts Down in Ice Storm ? Giordano: Positioning for International Expansion ? Shouldice Hospital Limited (Abridged) ? Hong Kong Disneyland ? Virgin Mobile USA: Pricing for the Very First Time ? Using Services Marketing to Develop and Deliver Integrated Solutions at Caterpillar in Latin America ? Home Solutions (India) Limited ? Kitchen Section ? MeritTrac: A Test in Everyone?s Life Printed Pages: 784. N° de ref. de la librería 25031

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Título: Services Marketing: Integrating Customer ...

Editorial: Tata McGraw-Hill Education Pvt. Ltd.

Año de publicación: 2010

Encuadernación: Softcover

Condición del libro:New

Edición: 5th or later edition.

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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.

About the Author:

Valerie Zeithaml (Chapel Hill, NC) is a consultant with Strategy Management Implementation. Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe.

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