Services Marketing (SIE): Integrating Customer Focus Across the Firm, 7/e
Valarie A. Zeithaml,
University of North Carolina-Chapel Hill Mary Jo Bitner,
Arizona State University-Tempe Dwayne D. Gremler,
Bowling Green State University-Bowling Green Ajay Pandit,
Faculty of Management Studies, University of Delhi
ISBN: 9353160774 Copyright year: 2018
Services Marketing introduces readers to the vital role that services play in economy and its future. Services dominate the advance economy of the world, and virtually all companies view services as critical to retaining their customers. The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter and emphasizes the knowledge needed to implement service strategies for competitive advantage across industries.
New Edition Highlights
New update chapter opener in all chapters.
New research references and examples in every chapter, with greater coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others.
Greater emphasis on technology and how it is transforming service businesses, including examples from application services (“apps”). The “Gig” economy, the sharing economy, and the “Internet of Things” as a service.
Focus on digital and social marketing in the communication chapter as well as greater coverage and examples of these topics throughout the book.
Increased coverage of Big Data as a source of customer information and data analytics as a service.
Updated and revised 16 Indian Service Strategy Insights.
2018
McGraw Hill Education (India) Private Limited