Services marketing integrating customer focus across the firm
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 multipl...
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| Sprache: | Undetermined English |
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Boston
McGraw-Hill/Irwin
2006
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Zusammenfassung: | 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 |
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| Beschreibung: | xxvii, 708 p. ill. 27 cm |
| Bibliographie: | Included index |
| ISBN: | 0072961945 9780072961942 |