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Services Marketing (McGraw-Hill Series in Marketing)
 
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Services Marketing (McGraw-Hill Series in Marketing) [Englisch] [Gebundene Ausgabe]

Valarie A. Zeithaml (Autor), Valerie Zeithaml (Autor), Mary J. Bitner (Autor)

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Valarie A. Zeithaml
Valarie A. Zeithaml
Mary Jo Bitner
Mary Jo Bitner

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Book Description

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. -- Dieser Text bezieht sich auf eine andere Ausgabe: Taschenbuch .

Synopsis

Advanced economies of the world are dominated by services, even manufacturing companies recognize that service provides sustainable competitive advantages. This text focuses on customer expectations in order to help companies develop and deliver a service that the customer will value.
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6 von 7 Kunden fanden die folgende Rezension hilfreich
An important book for electronic marketers 28. Juni 2001
Von Edward E. Rigdon - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Essentially everything that marketers do over the Internet, from the ASP to the online retailer, is a service. Services marketers face unique challenges. Today's electronic marketer will find useful lessons in the services marketing literature. You will find either Valarie Zeithaml or Mary Jo Bitner in the byline of almost every important piece of research on services marketing published in the 1990s. Together, they have produced a textbook that is very much worthy of their reputations.

This book is fairly comprehensive, although it does not include Bitner's most recent work on consumer response to self-service technologies. Still, as an electronic marketer reads through this book, they cannot help but find themselves asking new questions about their business and how they can make it better. The book is a relatively easy read, and it is not overly academic--the theories and frameworks presented are simply tools that lead to practical solutions to real problems. There are many examples in the text; often, the company is familiar but the business practices described here are not so well known.

I strongly recommend this book to e-marketers.

6 von 9 Kunden fanden die folgende Rezension hilfreich
Great Book 26. Dezember 2002
Von "scmatasu" - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
As a former student of Dr. Bitner, her course and this book made up the foundation that the Services Marketing and Management MBA program at Arizona State Uni. built from. It's an extensive review of how customers are the most important part to a service oriented business, and to neglect them at any touch point is a service failure.
This book will outline the process by which any company, be it real or virtual, can develop world class service.
This book and the SMM program at Arizona State University are highly recommended.
3 von 5 Kunden fanden die folgende Rezension hilfreich
Great! 23. Januar 2002
Von Tai Wing Sze - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
The book is very clear in the format and structure. It talks about the solutions of the problems arising in service marketing step by step. It first describes what service is and the increasing importance of service. Then, it puts much emphasis on people, the very important marketing mix in service. It focuses on customers: how customers perceive and expect service. Next, it focuses on providers: how companies know what customers expect; how they select the right service designs and standards; how they deliver service to standards and how they match performance to promising.

It is also good to have a very detailed example (case) in the beginning of each chapter and the content will very often refer to that example, which make me easier to understand. But sometimes, I think it would be better if more different examples are used in the same chapter.

Besides, the GLOBAL FEATURE, the TECHNOLOGY SPOTLIGHT and the EXHIBIT make the book even more fruitful and let me know more about the related areas under that topic. Great!

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