Services Marketing: Integrating Customer Focus Across the Firm ISE
by Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler
A leading text on services marketing that integrates customer focus across the firm, offering practical frameworks for service strategy and quality management.
About This Book
This book explores the principles and practices of services marketing with a strong emphasis on customer orientation.
It provides frameworks for integrating marketing strategies throughout service organizations.
Readers will learn how to align service delivery with customer expectations and business objectives.
The content addresses key challenges in managing service quality and customer relationships.
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