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Cover: 9781266287152 | Services Marketing: Integrating Customer Focus Across the Firm ISE
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Services Marketing: Integrating Customer Focus Across the Firm ISE
Taschenbuch von Dwayne Gremler (u. a.)
Sprache: Englisch

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Beschreibung

Zeithaml/Bitner/Gremler, Services Marketing 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.

. Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.

. New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing.

. New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.

. McGraw Hill's Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.

Zeithaml/Bitner/Gremler, Services Marketing 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.

. Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.

. New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing.

. New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.

. McGraw Hill's Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.

Über den Autor
VALARIE ZEITHAML is Distinguished Professor of Marketing Emï¿rita at the Kenan-Flagler Business School of the University of North Carolina at Chapel Hill. She has devoted her career to researching and teaching service quality and services management. She is the co-author of Delivering Quality Service: Balancing Customer Perceptions and Expectations, now in its 20th printing, and Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. In 2008, Dr. Zeithaml won the Paul D. Converse Award from the American Marketing Association. The award acknowledges enduring contributions to marketing through one or more journal articles, books, or a body of work. In 2009, she received the American Marketing Association/Irwin/McGraw Hill Distinguished Marketing Educator Award for lifetime leadership in marketing education and extensive contributions to the field of marketing. She also won the 2012 Bullard Research Impact Award in recognition of the broad impact of research on the field, industry, and society, and was appointed an American Marketing Association Lifetime Fellow in 2015. The 2014 List of Thomson Reuters included her in the World's Most Influential Scientific Minds." reflecting citation data that identified those scholars who published the highest impact work.
Inhaltsverzeichnis
Table of Contents
Part 1: Foundations for Service Marketing
1. Introduction to Services
2. Conceptual Framework of the Book: The Gaps Model of Service Quality

Part 2: Focus on the Customer
3. Customer Expectations of Service
4. Customer Perceptions of Service

Part 3: Understanding Customer Requirements
5. Listening to Customers through Research
6. Managing Customer Relationships
7. Service Recovery

Part 4: Aligning Service Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape

Part 5: Delivering and Performing Service
11. Employees' Roles in Service
12. Customers' Roles in Service
13. Managing Demand and Capacity

Part 6: Managing Service Promises
14. Integrated Service Marketing Communications
15. Pricing of Services

Part 7: Service Trends: AI, Robotics, and the Bottom Line
16. Artificial Intelligence and Robotics in Service
17. The Financial and Economic Impact of Service
Details
Erscheinungsjahr: 2023
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 562
Inhalt: Kartoniert / Broschiert
ISBN-13: 9781266287152
ISBN-10: 1266287159
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Gremler, Dwayne
Bitner, Mary Jo
Zeithaml, Valarie
Hersteller: McGraw-Hill Education
Maße: 251 x 201 x 19 mm
Von/Mit: Dwayne Gremler (u. a.)
Erscheinungsdatum: 06.03.2023
Gewicht: 0,874 kg
preigu-id: 125824777
Über den Autor
VALARIE ZEITHAML is Distinguished Professor of Marketing Emï¿rita at the Kenan-Flagler Business School of the University of North Carolina at Chapel Hill. She has devoted her career to researching and teaching service quality and services management. She is the co-author of Delivering Quality Service: Balancing Customer Perceptions and Expectations, now in its 20th printing, and Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. In 2008, Dr. Zeithaml won the Paul D. Converse Award from the American Marketing Association. The award acknowledges enduring contributions to marketing through one or more journal articles, books, or a body of work. In 2009, she received the American Marketing Association/Irwin/McGraw Hill Distinguished Marketing Educator Award for lifetime leadership in marketing education and extensive contributions to the field of marketing. She also won the 2012 Bullard Research Impact Award in recognition of the broad impact of research on the field, industry, and society, and was appointed an American Marketing Association Lifetime Fellow in 2015. The 2014 List of Thomson Reuters included her in the World's Most Influential Scientific Minds." reflecting citation data that identified those scholars who published the highest impact work.
Inhaltsverzeichnis
Table of Contents
Part 1: Foundations for Service Marketing
1. Introduction to Services
2. Conceptual Framework of the Book: The Gaps Model of Service Quality

Part 2: Focus on the Customer
3. Customer Expectations of Service
4. Customer Perceptions of Service

Part 3: Understanding Customer Requirements
5. Listening to Customers through Research
6. Managing Customer Relationships
7. Service Recovery

Part 4: Aligning Service Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape

Part 5: Delivering and Performing Service
11. Employees' Roles in Service
12. Customers' Roles in Service
13. Managing Demand and Capacity

Part 6: Managing Service Promises
14. Integrated Service Marketing Communications
15. Pricing of Services

Part 7: Service Trends: AI, Robotics, and the Bottom Line
16. Artificial Intelligence and Robotics in Service
17. The Financial and Economic Impact of Service
Details
Erscheinungsjahr: 2023
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 562
Inhalt: Kartoniert / Broschiert
ISBN-13: 9781266287152
ISBN-10: 1266287159
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Gremler, Dwayne
Bitner, Mary Jo
Zeithaml, Valarie
Hersteller: McGraw-Hill Education
Maße: 251 x 201 x 19 mm
Von/Mit: Dwayne Gremler (u. a.)
Erscheinungsdatum: 06.03.2023
Gewicht: 0,874 kg
preigu-id: 125824777
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