Services Marketing
by Mary Jo Bitner, Valarie A Zeithaml, Dwayne D Gremler
Services Marketing provides a focused introduction to the principles and practice of marketing in service settings. Written by Mary Jo Bitner, Valarie A. Zeithaml, and Dwayne D. Gremler, it is designed for readers seeking a clear foundation for study, teaching, or professional understanding of services marketing.
About This Book
Services Marketing presents a focused examination of marketing as it applies to services and service-oriented organizations.
Written by Mary Jo Bitner, Valarie A. Zeithaml, and Dwayne D. Gremler, the book brings together the perspectives of three established authors in the field.
Its subject makes it relevant to students, educators, and business readers seeking a foundation in services marketing.
The title is suited to coursework, professional reference, and broader study of marketing principles in service contexts.
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