Services marketing : integrating customer focus across the firm /
Title By: Bitner, Mary Jo | Gremler, Dwayne DMaterial type: BookPublisher: New York : McGraw-Hill Irwin, c2013.Edition: 6th ed.Description: xxvii, 642 p. : ill. ; 26 cm.ISBN: 9780071086967; 0078112052Program: ISIT918 MARK270 MARK938Subject(s): Service industries -- Marketing | Customer services | MarketingDDC classification: 658.8
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|CRS||University of Wollongong in Dubai Closed Reserve||658.8 ZE SE (Browse shelf)||Available||T0015214|
|3 DAY LOAN||University of Wollongong in Dubai Main Collection||658.8 ZE SE (Browse shelf)||Available||T0049045|
|REGULAR||University of Wollongong in Dubai Main Collection||658.8 ZE SE (Browse shelf)||Available||T0045283|
|3 DAY LOAN||University of Wollongong in Dubai 3 day loan||658.8 ZE SE (Browse shelf)||Available||T0048343|
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Includes bibliographical references and index.
Services Marketing , 6/e, is written for students and businesspeople who recognize the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers.
ISIT918 MARK270 MARK938