Publisher's description for Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml, Mary Jo Bitner.


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Counter This text was originally published in 1995 and was the first of its kind for the academic market. The authors are extremely well known for their long-time interest and extensive research in this area. The growth of this course is the result of what is happening in our economy. Advanced economies of the world are now dominated by services and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that in the past have depended upon their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages. This book was written in recognition of the ever-growing importance of services and the unique challenges faced by managers of services.

Library of Congress subject headings for this publication: Service industries Marketing, Customer services