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Services Marketing ISE

7.ª Edición
1260538230 · 9781260538236
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 custo… Leer más
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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 Service Marketing Communications

Chapter 15: Pricing of Services

Part 7: Service and the Bottom Line

Chapter 16: The Financial and Economic Impact of Service


 

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.  The longer cases have been removed from the 7e. View Table of Contents and Features below for more information.