Services Marketing: Integrating Customer Focus Across the Firm, 4/e
Valarie A. Zeithaml,
University of North Carolina-Chapel Hill Mary Jo Bitner,
Arizona State University-Tempe Dwayne D. Gremler,
Bowling Green State University-Bowling Green
ISBN: 0072961945 Copyright year: 2006
Services Marketing, 4/e, by Zeithaml, Bitner, and Gremler 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.
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