Services marketing: 1st European edition

A.M. Wilson, V. Zeithaml, M. Bitner, D. Gremler

Research output: Book/ReportBook

Abstract

European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.
LanguageEnglish
Place of PublicationMaidenhead
Number of pages576
Publication statusPublished - Feb 2008

Fingerprint

Services marketing
Competitive advantage
Undergraduate
Executive education
Module
Marketing
Service strategy
Integrated
Industry

Keywords

  • services marketing
  • Europe

Cite this

Wilson, A. M., Zeithaml, V., Bitner, M., & Gremler, D. (2008). Services marketing: 1st European edition. Maidenhead.
Wilson, A.M. ; Zeithaml, V. ; Bitner, M. ; Gremler, D. / Services marketing: 1st European edition. Maidenhead, 2008. 576 p.
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Wilson, AM, Zeithaml, V, Bitner, M & Gremler, D 2008, Services marketing: 1st European edition. Maidenhead.

Services marketing: 1st European edition. / Wilson, A.M.; Zeithaml, V.; Bitner, M.; Gremler, D.

Maidenhead, 2008. 576 p.

Research output: Book/ReportBook

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Wilson AM, Zeithaml V, Bitner M, Gremler D. Services marketing: 1st European edition. Maidenhead, 2008. 576 p.