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Services marketing : intergrating customer focus across the firm : 8th ed.

Tác giả: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Martin Mende

Part 1. Foundations for service marketing. Part 2. Focus on the customer. Part 3. Understanding customer requirements. Part 4. Aligning service design and standards. Part 5. Dlivering and performing service. Part 6. Managing service promises. Part 7. Service trends: AI, robotics and the bottom line.

Services marketing : people, technology, strategy : 9th ed.

Tác giả: Jochen Wirtz, Christopher Lovelock

Part 1. Understanding service products, markets and customers. Part 2. Applying the 4 PS of marketing to services. Part 3. Managing the customer interface. Part 4. Developing customer relationships. Part 5. Striving for service excellence. Part 6. Case studies.

Principles of services marketing

Tác giả: Adrian Palmer

It provides a comprehensive coverage of the issues involved in effective marketing within this highly varied and dynamic sector of the economy. The service sector is clearly differentiated from the primary and manufacturing sectors and its special characteristics addressed. These characteristics ...