Services Marketing (4th Edition)
by Mary Jo Bitner, Dwayne Gremler, Valarie A Zeithaml
Services Marketing offers an academic foundation for understanding how marketing works in service-based environments. Covering key concepts, practices, and decision-making considerations, this fourth edition is designed for students and readers seeking a broad introduction to the distinctive challenges and opportunities of services marketing.
About This Book
Services Marketing presents a focused study of marketing in service-oriented organizations.
The book explores core concepts and practices used to understand, design, communicate, and deliver service value.
It is intended for readers seeking an academic foundation in services marketing and its role in business decision-making.
This fourth edition is authored by Mary Jo Bitner, Dwayne Gremler, and Valarie A. Zeithaml.
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