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SERVICES MARKETING: INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM

Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.

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Detail Information
Series Title
-
Statement of Responsibility
Call Number
658.8 ZEI s 6th
Publisher
New York : McGraw-Hill.,
Collation
xxvii, 642 p. : ill. ; 25 cm.
Language
English
ISBN/ISSN
978-007-108696-7
Classification
658.8
Content Type
-
Edition
6th. ed.
Subject(s)
Buku Wajib
Marketing
Marketing - Management
Service Marketing
Specific Detail Info
-
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