01901nam a2200265 a 4500 TVCDKTCT13176 Thư viện trường Cao đẳng Kỹ thuật Cao Thắng 20110629000000 110629 Thư viện Trường CĐ Kỹ Thuật Cao Thắng RG_1 #1 eb0 i1 0072961945 vie 658.8 / S200R-v Zeithaml Valarie A Services Marketing / Zeithaml Valarie A, Bitner Mary Jo, Gremler Dwayne D American : McGraw -Hill , 2005 736tr. 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. About the Author Valarie Zeithaml is the Roy and Alice H. Richards Bicentennial Professor of Marketing and Associate Dean for the MBA Program at the Kenan-Flagler Business School of the University of North Carolina. Mary Bitner (Mesa, AZ) teaches at Arizona State University-Tempe. Services Marketing Bitner Mary Jo Gremler Dwayne D