Services Marketing: Integrating Customer Focus Across the Firm
Services Marketing: Integrating Customer Focus Across the Firm
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Services Marketing: Integrating Customer Focus Across the Firm
V. Zeithaml, M. J. Bitner, D. Gremler
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15 May 2024
Services Marketing: Integrating Customer Focus Across the Firm
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Description
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.
Product Information
ISBN13 (SKU)
9781260083521
Title
Services Marketing: Integrating Customer Focus Across the Firm
Author
V. Zeithaml, M. J. Bitner, D. Gremler
Edition
7th
Publisher
McGraw-Hill
Publication Date
2017
Country of Publication
United States
Format Type
Physical
Number of Pages
672
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