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Services marketing: 1st European edition

Wilson, A.M. and Zeithaml, V. and Bitner, M. and Gremler, D. (2008) Services marketing: 1st European edition. McGraw Hill, Maidenhead. ISBN 9780077107956

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Abstract

European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This European edition provides students with a complete introduction to the unique marketing challenges that services present. Guiding students to recognize and understand these special characteristics, the text also explores frameworks for developing and implementing service strategies for competitive advantage across a wide array of industries. European examples, cases and readings have been integrated throughout the chapters, and the material has also been updated and restructured to reflect the latest thinking in services marketing. This book is ideal for services marketing modules at the undergraduate, postgraduate (both masters and doctoral courses), and executive education levels.

Item type: Book
ID code: 15408
Keywords: services marketing, Europe, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Professor Alan Wilson
Date Deposited: 22 Jan 2010 15:20
Last modified: 12 Mar 2012 11:02
URI: http://strathprints.strath.ac.uk/id/eprint/15408

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