Services Marketing - Integrating Customer Focus Across the Firm

The seventh edition of our hallmarked text on Services Marketing by Zeithaml, Bitner, Gremler and Pandit, introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economy of the world and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter and emphasizes the knowledge needed to implement service strategies for competitive advantage across industries.