Services marketing / Valarie A. Zeithaml, Mary Jo Bitner.

By:

Zeithaml, Valarie A

Contributor(s):

Bitner, Mary Jo

Material type:

TextSeries: McGraw-Hill series in marketingPublication details: New York : McGraw Hill, c1996.Description: xx, 700 p. : ill., maps ; 25 cmISBN:

0070782504 (acidfree paper)

ISSN:

9780070782501

Subject(s):

LOC classification:

HD9980.5 .Z45

Contents:

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.

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	Methodist University Library Main General Stacks		Reference		HD9980.5 .Z45 (Browse shelf(Opens below))					Available			24945
	Books	Methodist University Library Main General Stacks		Reference		HD9980.5 .Z45 (Browse shelf(Opens below))					Available			20986

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Previous	HD9980.5 .M388 Marketing planning for services /	HD9980.5 .P26 Services marketing :	HD9980.5 .Se4 Services marketing :	HD9980.5 .Z45 Services marketing /	HD9980.5 .Z45 Services marketing : integrating customer focus across the firm	HD9980.5 .Z45 Services marketing :	HD9980.5 .Z45 Services marketing :	Next

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.

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