Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and … marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value … -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and …

"Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future … marketing, Big Data, and data analytics as a service. View Table of Contents and Features below for more information"-- …Machine generated contents note: <strong>Part 1: Foundations for Services Marketing</strong> Chapter 1: Introduction to …