Services Marketing: 5th edition - Brossura

Zeithaml, Valarie; Bitner, Mary Jo; Gremler, Dwayne

Brossura

ISBN 10: 0071263934 ISBN 13: 9780071263931

Casa editrice: McGraw-Hill Education / Asia, 2008

Riassunto

Services Marketing, 5/e, recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book’s content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.

Su questo libro

L'autore:

Valarie Zeithaml is an award-winning teacher and researcher, and an internationally recognized pioneer of services marketing. Dr. Zeithaml has researched customer expectations in more than 50 industries. She has consulted with service and product companies, including IBM, Kaiser Permanente, GE, John Hancock Financial Services, Aetna, AT&T, Metropolitan Life Insurance, Bank of America, Chase Manhattan Bank, Allstate, and Procter and Gamble.For her work that is influencing the future direction of marketing, she was named a Thomson Reuters Highly Cited Researcher in the report on "The World's Most Influential Scientific Minds."The American Marketing Association (AMA) named her a Marketing Legend in 2016. She was selected for its inaugural cohort of AMA Fellows for her significant contributions to the research, theory and practice of marketing and service to the AMA in 2015.In 2008, the AMA awarded her with the Paul D. Converse Award, which is granted every four years to individuals who have made outstanding and enduring contributions to marketing through journal articles, books or a body of work. She received the AMAs Career Contributions to the Services Discipline Award in 2001.She received both the Innovative Contributor to Marketing Award from the Marketing Management Association and the Outstanding Marketing Educator Award from the Academy of Marketing Science in 2004.Dr. Zeithaml is the author or co-author of seven prized books, including  Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, Delivering Quality Service: Balancing Customer Perceptions and Expectations, and this best-selling textbook. She received her PhD and MBA from the University of Maryland, and her BA from Gettysburg College.

Contenuti:

Part One Foundations for Services Marketing
1 Introduction to Services
2 Conceptual Framework of the Book: The Gaps Model of Service Quality
Part Two Focus on the Customer
3 Consumer Behavior in Services
4 Customer Expectations of Service
5 Customer Perceptions of Service
Part Three Understanding Customer Requirements
6 Listening to Customers Through Research
7 Building Customer Relationships
8 Service Recovery
Part Four Aligning Service Design and Standards
9 Service Development and Design
10 Customer-Defined Service Standards
11 Physical Evidence and the Servicescape
Part Five delivering and Performing Service
12 Employees' Roles in Service Delivery
13 Customers' Roles in Service Delivery
14 Delivering Service Through Intermediaries and Electronic Channels
15 Managing Demand and Capacity
Part Six Managing Service Promises
16 Integrated Services Marketing Communications
17 Pricing of Services
Part Seven Service and the Bottom Line
18 The Financial and Economic Impact of Service
Cases
Index

Su questa edizione

• Editore: McGraw-Hill Education / Asia
• Data di pubblicazione: 2008
• ISBN 10: 0071263934
• ISBN 13: 9780071263931
• Rilegatura: Copertina flessibile
• Numero edizione: 5
• Numero di pagine: 768