Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition
By Valarie Zeithaml, University of North Carolina, Mary Jo Bitner, Arizona State University and Dwayne Gremler, Bowling Green State University
Services Marketing: Integrating Customer Focus Across the Firm introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies 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, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
New research references and examples in every chapter include increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.
To learn more about the 7th Edition of Services Marketing: Integrating Customer Focus Across the Firm, visit www.mhhe.com or call 800-338-3987.