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SERVICES MARKETING - Integrating Customer Focus Across the Firm 3rd Ed.

	Services Marketing - Integrating Customer Focus Across The Firm 3Rd Ed. by Zeithaml, Valarie A., Bitner, Mary Jo
	Price : Rs 360.00
	Your Price : Rs 324.00

This is a text for students and businesspeople who recognize the vital role that services play in the economy and its future. The distinguishing features of our text and the new features in this edition include the following: greater emphasis on the topic of service quality than existing marketing and service marketing texts; increased focus on customer expectations and perceptions and what they imply for marketers; an entirely new chapter on service recovery that includes a conceptual framework for understanding the topic; an entirely new chapter on the financial and economic impact of service quality; a chapter on customer-defined service standards; cross-functional treatment of issues through integration of marketing with other disciplines such as operations and human resources; consumer-based pricing and value pricing strategies; a new chapter on integrated services marketing communications; description of a set of tools that must be added to basic marketing techniques when dealing with services rather than goods; introduction of three service Ps to the traditional marketing mix and increased focus on customer relationships and relationship marketing strategies; an entire chapter that recognizes human resource challenges and human resource strategies for delivering customer-focused services; coverage of new service development processes and a detailed and complete introduction to service blueprinting-a tool for describing, designing and positioning services; coverage of the customer`s role in service delivery and strategies for making customers productive partners in service creation; a chapter on the role of physical evidence, particularly the physical environment or "servicescapes"; all new global features in each chapter; fully updated technology spotlights in each chapter; Internet exercises in each chapter; updated or new examples throughout the text.

Pages : 648

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Services Marketing - Integrating Customer Focus Across The Firm 3Rd Ed.

by Zeithaml, Valarie A., Bitner, Mary Jo