Services Marketing: Integrating Customer Focus Across the Firm (Irwin Marketing)
- ISBN-13: 9780078112102
- Publisher: McGraw-Hill Education
- Publication date: 2017-03-13
- Edition: 7th ed.
- Language: English
- Pages: 514
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.
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