Services Marketing Information Center: Feature Summary


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	Student Edition
	Instructor Edition

Services Marketing: Integrating Customer Focus Across the Firm

Valarie A. Zeithaml, University of North Carolina
Mary Jo Bitner, Arizona State University
Dwayne D. Gremler, Bowling Green State University
Thomas Mahaffey, Saint Francis Xavier Univeristy
Bobbi Hiltz, Saint Francis Xavier University

Feature Summary

Pedagogical Features

Chapter objectives Each chapter begins with a list of objectives to summarize the chapter coverage.
Opening vignettes Vignettes at the beginning of each chapter provide real life context and provoke thought and discussion around the chapter topic and help students see the importance of closing each of the gaps that can lead to service failure.
Canadian advertisements from leading service firms that students will recognize including the Toronto Maple Leafs, Delta Hotels, WestJet and Rogers. Advertisements have been chosen to illustrate key chapter content and material. As well, a collection of satirical cartoons is included that help to further illustrate core service principles and enhance the text’s accessibility.
Technology Spotlights Coverage of the advances in technology and the use of the internet in the services arena.
Global Features In-depth examples of services marketing in a global context.
Discussion Questions Topic related questions to encourage and focus class discussion at the end of each chapter.
End-of-chapter exercises This end-of-chapter feature provides an opportunity to test and extend students’ knowledge of the chapter topic.
Exercises and Mini Cases These exercises and mini cases are designed for in-class use and provide application material directly related to Parts 1-6 of the text. The mini cases are gaps analysis cases written specifically for the Canadian edition.
Full-length decision cases The book ends with 13 detailed full-length cases, 12 of which are new to this edition, for extended, in-depth analysis of key services marketing concepts.

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