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Thursday, May 24, 2012

Book Review : Services Marketing by Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler

Services Marketing by Valarie Zeithaml, Mary Jo Bitner, and Dwayne Gremler was the prescribed textbook for my elective course on Service Marketing and Management.

My firs opinion is the name is a misnomer - it should have been called Service Management. The book talk entirely from the perspective of managing services. After reading the textbook and going to 30 hours of lectures, I can safely say that Managing and Marketing of Services cannot be separated and there is no such thing as 'Marketing' tailor-made for 'Services'.

The text book gives a comprehensive note on the Gaps Model and the book is entirely written based on it as the authors were the original conceptualize-rs of the model.

The examples and case studies provided in the text book are useful and very practical ones. The feature 'Strategy Insight' provides good tips and information on how the discussed can be put into use and also how we can build on the concepts to achieve better results.

The chapter on Customer Relations could have been better. Service Recovery is dealt in depth in the textbook with apt examples. 'People' as a core component in managing and marketing services is a message drawn throughout the book. Also I liked the depth to which authors have discussed on how investments in services can be made 'reflected' in the bottom line.

If you are reading the textbook after a plethora of marketing books; it may appear an academic intensive book. However worth a read and keep in your personal library!


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