Services marketing : integrating customer focus across the firm
Focuses on knowledge needed to implement service strategies for competitive advantage across industries. This title introduces students to topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blue...
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York :
McGraw-Hill ,
c2013
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| Edition: | 6th ed |
| Subjects: | |
| Online Access: | Contributor biographical information Publisher description |
Table of Contents:
- 1. Foundations for service marketing
- 2. Focus on the customer
- 3. Understanding customer requirements
- 4. Aligning service design and standards
- 5. Delivering and performing service
- 6. Managing service promises
- 7. Service and the bottom line