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Zeithaml, Valarie A.

Services marketing / Valarie A. Zeithaml, Mary Jo Bitner. - New York : McGraw Hill, c1996. - xx, 700 p. : ill., maps ; 25 cm. - McGraw-Hill series in marketing .

Includes bibliographical references and index

Introduction to services --
Key competitive trends and conceptual framework of the book --
Consumer behavior in services --
Customer expectations of service --
Customer perceptions of service --
Understanding customer expectations through marketing research --
Building customer relationships through segmentation and retention strategies --
Customer-defined service standards --
Leadership and measurement systems for market-driven service performance --
Service design and positioning --
Employees' roles in service delivery --
Delivering service through intermediaries --
Customers' roles in service delivery --
Managing demand and capacity --
International services marketing --
The role of advertising, personal selling, and other communication --
Pricing of services --
The physical evidence of service --
Cases.

ISBN: 0070782504 (acidfree paper)

ISSN: 9780070782501

Subjects--Topical Terms:
Service industries--Marketing.
Customer services.
Marketing.

LC Class. No.: HD9980.5 / .Z45