Description
Services Marketing: Integrating Customer Focus Across the Firm is a definitive resource for understanding the unique challenges and opportunities in marketing services. Unlike product marketing, services marketing requires a different approach due to the intangible nature of services, customer involvement in delivery, and the critical role of employees.
This textbook provides practical frameworks and real-world examples that demonstrate how to create customer-centric organizations. It covers essential topics including service quality, customer experience management, employee empowerment, and service recovery. Readers will learn how to design service processes, manage customer expectations, and build lasting relationships with clients.
Authored by leading marketing scholars Zeithaml, Bitner, and Gremler, this college edition offers students and professionals actionable insights for implementing effective services marketing strategies across various industries including hospitality, healthcare, finance, and retail.
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