Wow! eBook
Services Marketing
Author(s): Valarie A. Zeithaml (Author), Mary Jo Bitner (Author)
- Publisher: McGraw-Hill Education (ISE Editions)
- Publication Date: 1 July 2002
- Language: English
- Print length: 608 pages
- ISBN-10: 0071148817
- ISBN-13: 9780071148818
Book Description
This text replaces the 4Ps with the Gaps Model of Service Quality which makes explicit the difference between the marketing of goods and the marketing of services. Topics covered include: service quality; measuring service quality; links between marketing and other disciplines; and transforming a product firm into a service firm. The book focuses on customer expectations and perceptions, including customer-based pricing and value-pricing strategies to reflect the way to incorporate the customer into all decisions. Chapters discuss international services marketing and six case studies end the book.
