Services marketing : integrating customer focus across the firm /
Contributor(s): Wilson, Alan | Zeithaml, Valarie A
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Publisher: Maidenhead (England) : McGraw-Hill Education, 2012Edition: 2nd European edition.Description: xxv-559 p. : ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0077131711; 9780077131715:; 9780077131715.Subject(s): Service industries -- Marketing![](/opac-tmpl/bootstrap/images/filefind.png)
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Includes index and bibliographic references.
Foundations of services marketing -- Understanding customer requirements -- Aligning service design and standards -- Delivering and performing service -- Managing service promises -- Services and bottom line.
Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.