Center for Services Leadership - Services Marketing Textbook
Services Marketing Textbook
Services Marketing: Integrating Customer Focus Across the Firm, Sixth Edition
Valarie A. Zeithaml, University of North Carolina, Mary Jo Bitner, Arizona State University
and Dwayne Gremler, Bowling Green State University
Where customer relationships begin. The Sixth Edition of "Services Marketing: Integrating Customer Focus Across the Firm provides a comprehensive review and analysis of services marketing issues, practice, and strategy through a variety of methods. By focusing on relationship management, as well as business to business technology, and Internet coverage this text's applications process encourages students to develop the skills needed to market a service. And most importantly, this revision continues to emphasize the strategic and cross-functional aspects of services marketing that all students should understand - particularly when they are expected to deal with customers.
To learn more about the Sixth Edition of Services Marketing: Integrating Customer Focus Across the Firm, visit www.mhhe.com or call 800-338-3987.