ISE Services Marketing: Integrating Customer Focus Across the Firm (Paperback, 8th edition)

Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers. * Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries. * New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing. * New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service. * McGraw Hill's Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.

General

Imprint:	McGraw-Hill Education
Country of origin:	United States
Release date:	March 2023
First published:	2024
Authors:	Valarie Zeithaml • Mary Jo Bitner • Dwayne Gremler
Format:	Paperback
Pages:	560
Edition:	8th edition
ISBN-13:	978-1-266-28715-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-266-28715-9
Barcode:	9781266287152

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