Product Description: Manufacturers and other goods-dominant companies are eager, yet struggling, to broaden their offerings by growing monetized services supporting customers. The literature and managerial best practices currently provide limited direction in this burgeoning and challenging area for growth...read more

This text replaces the 4Ps with the Gaps Model of Service Quality which makes explicit the difference between the marketing of goods and the marketing of services. Topics covered include: service quality; measuring service quality; links between marketing and other disciplines; and transforming a product firm into a service firm. The book focuses on customer expectations and perceptions, including customer-based pricing and value-pricing strategies to reflect the way to incorporate the customer into all decisions. Chapters discuss international services marketing and six case studies end the book.

The first handbook to prepare business for the new service millennium describes how customer equity--the total lifetime value of a firm's most valuable customers--will replace brand equity as a firm's chief asset. (view table of contents)

Product Description: Excellence in customer service is the hallmark of success in service industries and among manufacturers of products that require reliable service. But what exactly is excellent service? It is the ability to deliver what you promise, say the authors, but first you must determine what you can promise...read more

Product Description: American Marketing Assoc., 1985, Very good., Text clean. 138 pages. Ex-library. Light cover wear. [Business, Marketing] Out-of-print and antiquarian booksellers since 1933. We pack and ship with care.