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Services Marketing: Integrating Customer Focus Across the Firm

Services Marketing: Integrating Customer Focus Across the Firm

by Alan Wilson (Author), ValarieA.Zeithaml (Author), Mary Jo Bitner (Author), Dwayne D . Gremler (Author)

  • Used

    Paperback 2012

    $3.27
Synopsis

Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.

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More Information

Format: Paperback
 Pages: 608
 Edition: 2
 Publisher: McGraw-Hill Higher Education
Published: 01 May 2012
ISBN 10: 0077131711
ISBN 13: 9780077131715

Author Bio
Alan Wilson is Professor of Marketing and Head of the Marketing Department within the University of Strathclyde Business School. He specializes in the marketing of services, has a PhD in the subject, and has been invited to deliver lectures and seminars on both services marketing and marketing research in a variety of countries throughout the world, to both student and executive audiences. Valarie Zeithaml e docente di marketing presso la University of North Carolina. Mary Jo Bitner e docente di marketing e gestione dei servizi presso la Arizona State University. Dwayne D. Gremler e docente di marketing presso la Bowling Green State Univerity.