EBK: Services Marketing: Integrating Customer Service Across the Firm 4e: Integrating Customer Focus Across the Firm
by Mary Jo Bitner, Dwayne Gremler, Valarie Zeithaml, Alan Wilson
This fourth edition explores services marketing with an emphasis on integrating customer service and customer focus across the firm. It offers an educational resource for understanding how customer-centered thinking can extend throughout an organization.
About This Book
Services Marketing: Integrating Customer Service Across the Firm presents a focused examination of services marketing and customer-centered business practices.
This fourth edition emphasizes integrating customer service and customer focus across the organization.
It is suited to readers seeking an educational resource on services marketing and firm-wide customer orientation.
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