Services Marketing

Services Marketing
Автор
 
Год
 
Страниц
 
374
ISBN
 
0072471425
Издатель
 
Wiley
Категория
 
Ваш потребитель

Описание:

SERVICES MARKETING, 3/e, by Zeithaml and Bitner 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.

Похожие книги

How Children Develop Social UnderstandingHow Children Develop Social Understanding
Автор: Jeremy Carpendale
Год: 2006
Elements of Molecular NeurobiologyElements of Molecular Neurobiology
Автор: C. U. M. Smith
Год: 2002
Elements of Molecular NeurobiologyElements of Molecular Neurobiology
Автор: C. U. M. Smith
Год: 2002
Fish NeuroendocrinologyFish Neuroendocrinology
Автор: Nicholas J. Bernier, Glen Van Der Kraak, Anthony P. Farrell, Colin J. Brauner
Год: 2009
Understanding StocksUnderstanding Stocks
Автор: Michael Sincere
Год: 2003