Services Marketing: Integrating Customer Focus Across the Firm

Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bitner and Gremler uniquely focuses on the development of customer relationships through quality service. Reflecting the increasing importance of the service economy, Services Marketing is the only text that puts the customer’s experience of services at the centre of its approach. Building on the wealth of European and international examples, cases, and research from the first edition it offers more ntegration of European content to reflect the needs of courses, lecturers and students.