Services Marketing

Thistitleintroducesaground-breakingapproachtotheservicesmarketingcourse.Itreplacesthe4PswiththeGapsmodelofservicequality.TheGapsservicequalitymodelmakesexplicitthedifferencebetweenthemarketingofgoodsandthemarketingofservices,aswellasthedifferencesbetweenthewaytheprinciplesofmarketingcoursehandlesthemarketingmixandthewaytheservicemarketingcoursedoes.Writtenbyextremelywell-respectedpeopleinservicesmarketing,thisbookisthefirstintegratedservicesmarketingtextinthefield.Itcoverstopicsofcriticalimportanceforthe1990s,suchasservicequality,linksbetweenmarketingandotherdisciplines(e.g.productionandoperationsmanagementandhumanresourcesmanagement),andtransformingaproductfirmintoaservicefirm.Thetextendswithsixcomprehensivecases.--Thistextreferstoanoutofprintorunavailableeditionofthistitle.