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Services Marketing, 5/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. ...Show synopsisServices Marketing, 5/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model.Hide synopsis
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