Services Marketing: Integrating Customer Focus Across the Firm

European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Drawing on research and using examples, this book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing.

Economiile europene sunt acum dominate de servicii si, practic, toate companiile considera ca serviciile sunt esentiale pentru a-si pastra clientii in prezent si in viitor. Bazandu-se pe cercetari si folosind exemple, aceasta carte se concentreaza pe dezvoltarea relatiilor cu clientii prin servicii de calitate, subliniind conceptele si teoriile de baza in marketingul serviciilor.