01650nam a2200229Ia 4500 CTU_166257 210402s9999 xx 000 0 und d 190.31 658.8 Z48 Zeithaml, Valarie A. Services marketing : integrating customer focus across the firm Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler Boston McGraw-Hill/Irwin 2006 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 Service industries,Customer services,Marketing,Công nghiệp dịch vụ,Dịch vụ khách hàng,Tiếp thị Marketing,tiếp thị,tiếp thị Nguyên Trung tâm Học liệu Trường Đại học Cần Thơ