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SERVICES MARKETING: INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM

Zeithaml/Bitner/Gremler/Mende, 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.

• Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.

• New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing.

• New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.

• McGraw Hill’s Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.

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10009194658.8 ZEI sRLC MM (Rak Buku Umum)Available
10001797658.8 ZEI s (1)RLC MM (Rak Buku Umum)Available
10001819658.8 ZEI s (2)RLC MM (Rak Buku Umum)Available
Detail Information
Series Title
-
Statement of Responsibility
Call Number
658.8 ZEI s
Publisher
New York : McGraw-Hill Companies.,
Collation
xxviii, 708p. : ill ; 26cm.
Language
English
ISBN/ISSN
978-007-126393-1
Classification
658.8
Content Type
-
Edition
5th. ed.
Subject(s)
Business
Management
Buku Umum
Marketing
Computing
Specific Detail Info
-
Other version/related

No other version available

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