Services Marketing - Rilegato

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

Rilegato

ISBN 10: 0078112052 ISBN 13: 9780078112058

Casa editrice: McGraw-Hill Education, 2012

Riassunto

Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries.

In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.

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 1 - Foundations for Services Marketing
Chapter 1 - Introduction to Services
Chapter 2 - Conceptual Framework of the Book: The Gaps Model of Service Quality

PART 2 - Focus on the Customer
Chapter 3 - Customer Expectations of Service
Chapter 4 - Customer Perceptions of Service

PART 3 - Understanding Customer Requirements
Chapter 5 - Listening to Customers through Research
Chapter 6 - Building Customer Relationships
Chapter 7 - Service Recovery

PART 4 - Aligning Service Design and Standards
Chapter 8 - Service Innovation and Design
Chapter 9 - Customer-Defined Service Standards
Chapter 10 - Physical Evidence and the Servicescape

PART 5 - Delivering and Performing Service
Chapter 11 - Employees' Roles in Service Delivery
Chapter 12 - Customers' Roles in Service Delivery
Chapter 13 - Managing Demand and Capacity

PART 6 - Managing Service Promises
Chapter 14 - Integrated Services Marketing Communications
Chapter 15 - Pricing of Services

PART 7 - Service and the Bottom Line
Chapter 16 - The Financial and Economic Impact of Service

Cases

Index

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2012
• ISBN 10: 0078112052
• ISBN 13: 9780078112058
• Rilegatura: Copertina rigida
• Numero edizione: 6
• Numero di pagine: 642