by Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler · McGraw-Hill Education · tapa blanda · ISBN 9780077169312
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«Services Marketing: Integrating Customer Focus Across the Firm» is the services marketing textbook by Wilson, Zeithaml, Bitner and Gremler, in paperback.
Reference textbook on services marketing: it starts from customer behaviour, expectations and perceptions to build strategy and frames management within the GAPS model. It also covers service quality, customer loyalty and integrating customer focus across the firm, with European examples.
Third European edition, published in 2016 by McGraw-Hill Education; text in English, 562 pages.
Aimed at university students and professionals seeking to apply service strategies to gain competitive advantage.
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.
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