Services marketing : integrating customer focus across the firm

Services Marketing, 4/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model ga...

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Tác giả chính: Zeithaml, Valarie A.
Định dạng: Sách
Ngôn ngữ:Undetermined
Được phát hành: Boston McGraw-Hill/Irwin 2006
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Thư viện lưu trữ: Trung tâm Học liệu Trường Đại học Cần Thơ
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245 0 |a Services marketing : 
245 0 |b integrating customer focus across the firm 
245 0 |c Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler 
260 |a Boston 
260 |b McGraw-Hill/Irwin 
260 |c 2006 
520 |a Services Marketing, 4/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition 
650 |a Service industries,Customer services,Marketing,Công nghiệp dịch vụ,Dịch vụ khách hàng,Tiếp thị 
650 |x Marketing,tiếp thị,tiếp thị 
910 |a Nguyên 
980 |a Trung tâm Học liệu Trường Đại học Cần Thơ