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by Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler · McGraw-Hill Education · tapa blanda · ISBN 9780077169312
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ISBN: 9780077169312
Este libro de texto ofrece una revisión y análisis exhaustivos de los problemas, prácticas y estrategias del marketing de servicios. El comportamiento, las expectativas y las percepciones de los clientes se discuten al principio del texto para formar la base de la comprensión de la estrategia de marketing de servicios más adelante, y el contenido gerencial está enmarcado por el modelo GAPS.
Valarie A. Zeithaml is a marketing professor and author. She is the David S. Van Pelt Family Distinguished Professor of Marketing at Kenan-Flagler Business School, University of North Carolina at Chapel Hill. Zeithaml is an expert in the area of services marketing and service quality.
