Services Marketing: Integrating Customer Focus Across the Firm

by Valarie A. Zeithaml

Services Marketing, 4/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.

Genres: Business, Management, Nonfiction

736 pages, Hardcover

First published July 1, 1902

Reviews

[Awais · Rating 4 out of 5]

Very good book I recommend must especially for those who are in service industry.

[Greg · Rating 2 out of 5]

This is a pretty lousy textbook. It is overly theoretical and the useful material could have been presented much more succinctly in about 250 pages.

[Pankaj Wagh · Rating 4 out of 5]

Essential for marketing Student's who are looking to work in service sector.

[المهند السبيعي · Rating 4 out of 5]

Very informative yet too academic style, you might get bored easily but be patient and you will learn a lot

[Saba Ahmad]

Extremely helpful

[Dr.Ata Homayoun · Rating 5 out of 5]

gr8 book!

[Cantrelle Peppin · Rating 4 out of 5]

Covers all the necessary topics (and then some) of service marketing.

[Babak Hazaveh · Rating 3 out of 5]

وجه آکادمیک و تئوری آن بر وجه کاربردی آن غلبه دارد؛ با این وجود بینش خوبی درباره ویژگی‌های بازار خدمات می‌دهد.