Services Marketing: Integrating Customer Focus Across the Firm
by Mary Jo Bitner, Dwayne Gremler, Valarie A Zeithaml
Services Marketing: Integrating Customer Focus Across the Firm presents a broad foundation in services marketing, with emphasis on placing customers at the center of organizational thinking and activity. Written by Mary Jo Bitner, Dwayne Gremler, and Valarie A. Zeithaml, it suits students and business readers exploring service-focused marketing and management.
About This Book
Services Marketing: Integrating Customer Focus Across the Firm examines marketing through the lens of service organizations and customer-centered business practices.
The book focuses on integrating customer focus throughout an organization rather than limiting marketing responsibilities to a single department.
It is intended for readers studying or working in services marketing, business, and management.
Mary Jo Bitner, Dwayne Gremler, and Valarie A. Zeithaml present the subject for those seeking a broad foundation in customer-focused service marketing.
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