Services Marketing: Integrating Customer Focus Across the Firm

Alan Wilson, Valerie Zeithaml, Mary Jo Bitner, Dwayne Gremler

Research output: Book/ReportBook


This title uniquely focuses on the development of customer relationships through quality service. Reflecting the increasing importance of the service economy, Services Marketing is the only text that put the customer's experience of services at the centre of its approach.
Original languageEnglish
Place of PublicationUK
Number of pages580
Edition3rd European
Publication statusPublished - 1 Mar 2016


  • services marketing
  • customer experience management
  • service development


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