Services Marketing: Integrating Customer Focus Across the Firm ISE
by Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler
Services Marketing: Integrating Customer Focus Across the Firm ISE presents services marketing through an integrated, customer-focused perspective. Written by Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler, this book is designed for readers seeking a structured introduction to the subject and its organizational relevance.
About This Book
Services Marketing: Integrating Customer Focus Across the Firm ISE examines services marketing through the central idea of customer focus.
The book connects marketing with an organization-wide approach, as reflected in its emphasis on integrating customer priorities across the firm.
Written by Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler, it is suited to readers studying or reviewing services marketing.
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