Services Marketing - Integrating Customer Focus Across the Firm Fifth Edition  (English, Paperback, Zeithaml Valarie A.)

Services Marketing: Integrating Customer Focus Across The Firm by Valarie A. Zeithaml, Ajay Pandit, Dwayne D. Gremler and Mary Jo Bitner, like the earlier editions, informs readers about the various aspects of service marketing by focussing on a number of issues, practices and strategies.

Summary Of The Book

The main objective of the book, Services Marketing: Integrating Customer Focus Across The Firm, is to help one develop a strong customer relationship through the imparting of knowledge on various features of services marketing. The book stretches on the various strategies and practices that are being adopted by firms across the globe.

The book highlights the role of technology in services, gives emphasis on global services, gives special importance and guidance on customer relationships, and relationship marketing strategies.

Services Marketing: Integrating Customer Focus Across The Firm is inclusive of chapters such as Introduction to Services, Conceptual Framework of the Book: The Gaps Model of Service Quality, Consumer Behavior in Services, Customer Expectations in Services, Customer Perceptions in Services, Listening to Customers through Research, Building Customer Relationships, Service Recovery, and Service Development and Design.

The book contains all the fundamentals and essentials for understanding the various ingredients for successful services marketing. It abounds in practices and examples based on services marketing strategies from various organizations. The book guides students and managers in delivering quality services marketing through the detailed illustration of customer expectations and schemes.

About The Authors

A professor at the Roy and Alice H. Richards Bicentennial, Valarie A. Zeithaml is a researcher and teacher. She is also an MBA Associate Dean at the Kenan-Flagler Business School of the University of North Carolina at Chapel Hill. She has co-authored such books as Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. Valarie A. Zeithaml has a number of awards to her credit. She received the Outstanding Marketing Educator Award and the Innovative Contributor to Marketing Award along with a number of teaching awards for her excellent contributions to various fields.

Ajay Pandit was a professor at the School of Economics and Management, Hainan University, Haikou, China for a year. He later became a professor at the University of Delhi. Ajay Pandit has written 4 books and a number of research papers. He did his education from the University of Delhi. In April 2004, he received the Higher Education and Development Award.

Dwayne D. Gremler is the associate professor of Marketing at Bowling Green State University. He wrote a number of articles which were published in journals such as Journals of Service Research, Journal of the Academy of Marketing Science, Journal of Marketing Education, and International Journal of Service Industry Management. Dwayne D. Gremler received a number of awards including research awards. He received the Robert A. Patton Scholarly Achievement Award and several awards at BGSU. He procured his MBA and PhD degrees from the Arizona State University.

A faculty member of the Arizona State University, Mary Jo Bitner is the Academic Director for the Center for Services Leadership there. She has conducted a number of seminars and workshop at various places. She wrote a number of articles which have been published in various journals and magazines. Mary Jo Bitner received a number of awards for her research. She has received the Career Contributions to the Services Discipline award.