Services Marketing Information Center: Feature Summary


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	Student Edition
	Instructor Edition

Services Marketing

Alan Wilson
Valarie Zeithaml
Mary Jo Bitner
Dwayne D Gremler

Feature Summary

Key features of this new European edition are:

• Cross-functional treatment of issues through integration of marketing with other disciplines such as operations and human resource management.

• A focus on understanding the foundations of services marketing and the customer before introducing the conceptual framework of the book based on the Gaps Model.

• Greater emphasis on the topic of service quality than existing marketing and service marketing texts, with increased focus on customer expectations and perceptions and what they imply for marketers.

• Chapters on key topics including service recovery, listening to customers through research, customer-defined service standards, integrated services marketing communications, human resource challenges for delivering customer-focused services and a chapter on the financial impact of service quality.

• All topics are supported with European content, cases and examples, including frequent “Service Spotlights” providing examples of services marketing in action and longer cases on Tesco, Call Centre Europe, Telecom Italia, and Disneyland Paris among others.

• Discussion Questions and exercises appropriate to the European context are contained in each chapter, alongside European references and further reading and short revision lists of Key Concepts.

Services Marketing by Wilson, Zeithaml and Bitner book cover

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