Services Marketing: 5th edition

by Mary Jo Bitner (Author), Mary Jo Bitner (Author), Dwayne Gremler (Author), Valarie Zeithaml (Author)

• Used

  Paperback
  2008

  $8.79

  This textbook provides a comprehensive review and analysis of services marketing issues, practice and strategy. Customer behaviour, expectations and perceptions are discussed early on in the text to form the basis for understanding services marketing strategy later on, and the managerial content is framed by the GAPS model.

• Used

  Paperback
  1996

  $3.47

  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.