Services Marketing: Integrating Customer Focus Across the Firm

摘要: The Second European Edition of Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bitner and Gremler uniquely focuses on development customer relationships through quality service. Reflecting increasing importance service economy, Marketing is only text that put customer's experience services at centre its approach. core theories, concepts frameworks are retained, specifically gaps model, a popular feature book. moves from foundations marketing before introducing model demonstrating application to marketing. In second edition, book takes more International contexts reflect needs courses, lecturers students. edition builds wealth examples, cases, research in first offering integration content. It has also be fully updated with latest ensure it continues seen as covering very thinking. addition, cases section been thoroughly examined revised offer range new case studies global focus. online resources have providing an excellent package support for