Services Marketing: Integrating Customer Focus Across the Firm, 8/e (Paperback)
暫譯: 服務行銷：全公司整合顧客導向，第8版（平裝本）

Valarie A. Zeithaml,Mary Jo Bitner,Dwayne D. Gremler,Martin Mende

Services Marketing: Integrating Customer Focus Across the Firm, 8/e (Paperback)

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商品描述

Zeithaml/Bitner/Gremler, Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.

1.Managerial focused approach emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
2.New chapter on "Artificial Intelligence and Service Robotics" and the implications for service marketing.
3.New research references and examples in every chapter of new business models such as Airbnb and Uber along with greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.
4.McGraw Hill’s Connect provides personalized reading experience with Smartbook, variety of test bank questions and Application-Based Activities supporting critical thinking and application skills development.

商品描述(中文翻譯)

Zeithaml/Bitner/Gremler 的《服務行銷》向讀者介紹了服務在經濟及其未來中所扮演的重要角色。服務在世界的先進經濟體中佔據主導地位，幾乎所有公司都將服務視為保留客戶的關鍵。

1. 以管理為中心的方法，強調實施服務策略以獲得競爭優勢所需的知識，適用於各行各業。
2. 新增章節「人工智慧與服務機器人」及其對服務行銷的影響。
3. 每章新增研究參考資料和案例，涵蓋如 Airbnb 和 Uber 等新商業模式，並更強調技術、數位與社交行銷、大數據及數據分析作為服務。
4. McGraw Hill 的 Connect 提供個性化的閱讀體驗，配合 Smartbook、各種測驗題庫問題及基於應用的活動，支持批判性思維和應用技能的發展。

作者簡介

作者：Valarie A. Zeithaml
現職：University of North Carolina at Chapel Hill

作者：Mary Jo Bitner
現職：Arizona State University

作者：Dwayne D. Gremler
現職：Bowling Green State University

作者：Martin Mende
現職：Florida State University

作者簡介(中文翻譯)

作者：Valarie A. Zeithaml
現職：北卡羅來納大學教堂山分校

作者：Mary Jo Bitner
現職：亞利桑那州立大學

作者：Dwayne D. Gremler
現職：波林格林州立大學

作者：Martin Mende
現職：佛羅里達州立大學

目錄大綱

PART I: FOUNDATIONS FOR SERVICE MARKETING
Ch 1 Introduction to Services
Ch 2 Conceptual Framework of the Book: The Gaps Model of Service Quality

PART II: FOCUS ON THE CUSTOMER
Ch 3 Customer Expectations of Service
Ch 4 Customer Perceptions of Service

PART III: UNDERSTANDING CUSTOMER REQUIREMENTS
Ch 5 Listening to Customers through Research
Ch 6 Managing Customer Relationships
Ch 7 Service Recovery

PART IV: ALIGNING SERVICE DESIGN AND STANDARDS
Ch 8 Service Innovation and Design
Ch 9 Customer-Defined Service Standards
Ch10 Physical Evidence and the Servicescape

PART V: DELIVERING AND PERFORMING SERVICE
Ch11 Employees’ Roles in Service
Ch12 Customers’ Roles in Service
Ch13 Managing Demand and Capacity

PART VI: MANAGING SERVICE PROMISES
Ch14 Integrated Service Marketing Communications
Ch15 Pricing of Services

PART VII: SERVICE TRENDS: AI, ROBOTICS, AND THE BOTTOM LINE
Ch16 Artificial Intelligence and Robotics in Service
Ch17 The Financiel and Economic Impact of Service

目錄大綱(中文翻譯)

PART I: FOUNDATIONS FOR SERVICE MARKETING

Ch 1 Introduction to Services

Ch 2 Conceptual Framework of the Book: The Gaps Model of Service Quality



PART II: FOCUS ON THE CUSTOMER

Ch 3 Customer Expectations of Service

Ch 4 Customer Perceptions of Service



PART III: UNDERSTANDING CUSTOMER REQUIREMENTS

Ch 5 Listening to Customers through Research

Ch 6 Managing Customer Relationships

Ch 7 Service Recovery



PART IV: ALIGNING SERVICE DESIGN AND STANDARDS

Ch 8 Service Innovation and Design

Ch 9 Customer-Defined Service Standards

Ch10 Physical Evidence and the Servicescape



PART V: DELIVERING AND PERFORMING SERVICE

Ch11 Employees’ Roles in Service

Ch12 Customers’ Roles in Service

Ch13 Managing Demand and Capacity



PART VI: MANAGING SERVICE PROMISES

Ch14 Integrated Service Marketing Communications

Ch15 Pricing of Services



PART VII: SERVICE TRENDS: AI, ROBOTICS, AND THE BOTTOM LINE

Ch16 Artificial Intelligence and Robotics in Service

Ch17 The Financiel and Economic Impact of Service

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