"Services Marketing, 5/e", recognizes that services present special challenges that must be identified and addressed in real circumstances. The heart of the book's content is to develop strong customer relationships through quality service. The book also focuses on knowledge needed to implement service strategies for competitive advantage across industries. Hence, frameworks for customer-focused management, and strategies for increasing customer satisfaction and retention through service are included in the fifth edition.
- ISBN10 0073380938
- ISBN13 9780073380933
- Publish Date 23 May 2008 (first published 1 January 1996)
- Publish Status Out of Print
- Out of Print 15 May 2021
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Edition 5th Revised edition
- Format Hardcover
- Pages 736
- Language English