Services Marketing: Integrating Customer Focus Across the Firm

Services Marketing: Integrating Customer Focus Across the Firm

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.Â 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.

New research references and examples in every chapter include increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.Â The longer cases have been removed from the 7e. View Table of Contents and Features below for more information.Â
Country USA
Brand McGraw-Hill Education
Manufacturer McGraw Hill
Binding Hardcover
ItemPartNumber 9780078112102
Warranty No
IsAdultProduct 1
UnitCount 1
EANs 9780078112102
ReleaseDate 0000-00-00

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