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Services Marketing: Integrating Customer Focus Across the Firm
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Description
Description| Publisher | McGraw-Hill Education |
| Author(s) | Valarie A. Zeithaml / Mary Jo Bitner / Dwayne D. Gremler |
| Edition | 7 |
| Published | 13th March 2017 |
| Related course codes | MKTG2023 - Services Marketing (Ug), MKTG7023 - Service Marketing, HOSP2000 - Hospitality Industry Management, MKTG5000 - Marketing Of Services, MKTG5006 - Marketing Intelligence And Analytics, MKT70020 - Services Marketing, MKTG7504 - Services Marketing, MKTG7504 Service Strategy, 24706 - Services Marketing, 24706 - Strategic Services Marketing, MKTG5463 - Marketing Of Services, MARK270 - Services Marketing |
Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
New research references and examples in every chapter include increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. The longer cases have been removed from the 7e. View Table of Contents and Features below for more information.
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