Services Marketing: Integrating Customer Focus Across the Firm ISE - Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler

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... Zobrazit více