01430nam a2200289Ia 4500 TVU_9600 210423s9999 xx 000 0 und d 0072961945 9780072961942 eng 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 xxvii, 708 p. ill. 27 cm Included index 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 Customer services; Marketing; Service industries Valarie A. Zeithaml; Mary Jo Bitner; Dwayne D. Gremler Trung tâm Học liệu Trường Đại học Trà Vinh