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Services Marketing
by Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler
from McGraw-Hill/Irwin
Customer Reviews:
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Avg. Customer Rating: 4.5 / 5.0 
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Solid Introduction for E-Marketing 
For online marketing, this book is one of the better ones on the bookshelf. The case studies are excellent and engaging, although the rest of the book was lengthy and difficult to read and retain over the course of a semester. This book, like most textbooks, could sacrifice some of its content for the sake of brevity.
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Great Book 
As a former student of Dr. Bitner, her course and this book made up the foundation that the Services Marketing and Management MBA program at Arizona State Uni. built from. It's an extensive review of how customers are the most important part to a service oriented business, and to neglect them at any touch point is a service failure.
This book will outline the process by which any company, be it real or virtual, can develop world class service.
This book and the SMM program at Arizona State University... more info
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Great!
The book is very clear in the format and structure. It talks about the solutions of the problems arising in service marketing step by step. It first describes what service is and the increasing importance of service. Then, it puts much emphasis on people, the very important marketing mix in service. It focuses on customers: how customers perceive and expect service. Next, it focuses on providers: how companies know what customers expect; how they select the right service designs and standards; how they... more info
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this book may help you.
First of all, I like the structure of this book because it uses Gap Model to connect the content of the whole book. At the begining of this book, it first introduces the importance and tools of service marketing. Then it chooses Gap Model to divide this book into different parts. Under different gap problem, the book shows the ways to close the gap. I believe this structure helps to understand more easily and relate what should be done under different problems.Secondly, many diagrams are used to describe... more info
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