SERVICES MARKETING

SERVICES MARKETING

This title introduces a ground-breaking approach to the services marketing course. It replaces the 4Ps with the Gaps model of service quality. The Gaps service quality model makes explicit the difference between the marketing of goods and the marketing of services, as well as the differences between...

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Bibliographic Details
Main Authors: Zeithaml, Valarie A. (Author), Bitner, Mary Jo (Author)
Format: Book
Language:English
Published: New York THE McGRAW-HILL COMPANIES 1996
Series:McGraw-Hill series in marketing
Subjects:
Marketing
Customer services
Service industries > Marketing
Online Access:Click Here to View Status and Holdings.
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MARC

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100 1 # |a Zeithaml, Valarie A.  |e author 
245 1 0 |a SERVICES MARKETING  |c Valarie A. Zeithaml, Mary Jo Bitner 
264 # 1 |a New York  |b THE McGRAW-HILL COMPANIES  |c 1996 
264 # 4 |c ©1996 
300 # # |a xx, 700 pages  |b illustrations, maps  |c 25 cm 
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504 # # |a Includes bibliographical references and index 
520 # # |a This title introduces a ground-breaking approach to the services marketing course. It replaces the 4Ps with the Gaps model of service quality. The Gaps service quality model makes explicit the difference between the marketing of goods and the marketing of services, as well as the differences between the way the principles of marketing course handles the marketing mix and the way the service marketing course does. Written by extremely well-respected people in services marketing, this book is the first integrated services marketing text in the field. It covers topics of critical importance for the 1990s, such as service quality, links between marketing and other disciplines (e.g. production and operations management and human resources management), and transforming a product firm into a service firm. The text ends with six comprehensive cases. 
650 # 0 |a Marketing 
650 # 0 |a Customer services 
650 # 0 |a Service industries  |x Marketing 
700 1 # |a Bitner, Mary Jo  |e author 
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