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Services Marketing: Integrating Customer Focus Across the Firm
- ISBN 13:
9780072312218
- ISBN 10:
0072312211
- Edition: 2nd
- Format: Hardcover
- Copyright: 11/01/1999
- Publisher: McGraw-Hill College
- Newer Edition
Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)
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Summary
Virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturers that formerly depended on their physical products now recognize that service provides one of their few sustainable competitive advantages. This book includes coverage of global services marketing and the impact of the world wide web.
