Services Marketing (The McGraw-Hill Series in Marketing)

by Mary Jo Bitner (Author), Mary Jo Bitner (Author), Valarie A. Zeithaml (Author)

• Used

  Paperback
  1996

  $3.25

  This text replaces the 4Ps with the Gaps Model of Service Quality which makes explicit the difference between the marketing of goods and the marketing of services. Topics covered include: service quality; measuring service quality; links between marketing and other disciplines; and transforming a product firm into a service firm. The book focuses on customer expectations and perceptions, including customer-based pricing and value-pricing strategies to reflect the way to incorporate the customer into all decisions. Chapters discuss international services marketing and six case studies end the book.

• Used

  Paperback
  2005

  $3.25

  Services Marketing, 4/e , by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition.