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 …
For graduate-level/MBA courses in Services Marketing. Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts an…
This clear, accessible book presents an integrated approach to the study of services that places marketing issues within a broader general management context. It emphasizes the fact that service or…
This work on services marketing, incorporating text, cases and readings, aims to show how to develop marketing strategies for more effective competition in different types of service businesses.
The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing guides readers into the consumer and competi…