Title: Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition
Author: Dwayne Gremler, Mary Jo Bitner, Valarie Zeithaml
Length: 672 pages
Edition: 7 Student
Language: English
Publisher: Mcgraw-Hill College
Publication Date: 2017-03-14
ISBN-10: 0078112109
ISBN-13: 9780078112102

Book Description

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. 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. View Table of Contents and Features below for more information.

Table of Contents

PART 1 FOUNDATIONS FOR SERVICE 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
Chapter 12 Customers' Roles in Service
Chapter 13 Managing Demand and Capacity

PART 6 MANAGING SERVICE PROMISES
Chapter 14 Integrated Service Marketing Communications
Chapter 15 Pricing of Services

PART 7 SERVICE AND THE BOTTOM LINE
Chapter 16 The Financial and Economic Impact of Service