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Services Marketing
ISBN: 9780072961942 | 0072961945
Edition: 4thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 5/2/2005
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Services Marketing, 4/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services ... MORE
