Services Marketing, 5e Alan Wilson, Valarie Zeithaml, and Mary Jo Bitner is an English-language textbook focused on the field of services marketing. This title is specially developed for students in higher education and covers current topics in marketing and sales.
European economies are increasingly dominated by services. This book emphasizes the importance of customer relationships through quality service and provides an in-depth analysis of services marketing. Central to it is the Gaps model, which offers insight into improving customer relationships. The fifth edition includes a new chapter on Artificial Intelligence and robotics in service environments, as well as recent case studies with international brands such as Amazon, IKEA, LEGO, and Nespresso. In addition, all examples and service examples have been updated, with a focus on technology, sustainability, and social responsibility.
The content aligns with fields such as Sales and marketing and BUSINESS & ECONOMICS, with an emphasis on strengthening relationships through quality service and applying new service strategies for competitive advantage.