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

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.

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• Item metadata

  Item type:	Book
  ID code:	15408
  Dates:	Date Event February 2008 Published
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Professor Alan Wilson
  Date deposited:	22 Jan 2010 15:20
  Last modified:	08 Apr 2024 14:31
  Related URLs:	Publisher
  URI:	https://strathprints.strath.ac.uk/id/eprint/15408