TY - BOOK
T1 - Services Marketing
T2 - Integrating Customer Focus Across the Firm
AU - Wilson, Alan
AU - Zeithaml, Valarie A.
AU - Bitner, Mary Jo
AU - Gremler, Dwayne D.
PY - 2020/10/7
Y1 - 2020/10/7
N2 - In its fourth European edition, this text provides coverage of the foundations of services marketing, placing the distinctive Gaps model at the centre of this approach. This new edition draws on the most recent research, and using up-to-date and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today. New and update material in this edition includes content of robots, chatbots, big data, netnography, the Internet of Things and brand new examples and case studies.
AB - In its fourth European edition, this text provides coverage of the foundations of services marketing, placing the distinctive Gaps model at the centre of this approach. This new edition draws on the most recent research, and using up-to-date and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today. New and update material in this edition includes content of robots, chatbots, big data, netnography, the Internet of Things and brand new examples and case studies.
KW - services marketing
KW - services management
KW - marketing
KW - customer satisfaction
UR - https://www.mheducation.co.uk/services-marketing-integrating-customer-service-across-the-firm-4e-9781526847805-emea
M3 - Book
SN - 9781526847805
BT - Services Marketing
CY - London, UK
ER -