Services Marketing Information Center:


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Services Marketing: Integrating Customer Focus Across the Firm, 5/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

Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book’s content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.

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