Essentials of services marketing /
Hoffman, K. Douglas.
Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson. - 2nd ed. - Fort Worth : Harcourt College Publishers, c2001. - xxi, 569 p. : ill. ; 24 cm. - The Dryden Press series in marketing .
A variety of multi-media instructional aids are available to supplement the text.
Includes bibliographical references and index.
Overview of services marketing: Introduction to services; Fundamental differences between goods and services; Overview of the services sector; Consumer decision process issues in services marketing; Ethical issues in services marketing -- Service strategy, managing the service experience: Service delivery process; Pricing of services; Developing the service communication mix; Managing the firm's physical evidence; People issues, managing employees and customers -- Assessing and improving service delivery: Defining and measuring customer satisfaction; Defining and measuring service quality; Service failures and recovery strategies; Customer retention; Putting the pieces together, creating the seamless service firm -- Cases.
0030288924
Service industries--Marketing.
658.8 / HOF-E 2001 800016
Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson. - 2nd ed. - Fort Worth : Harcourt College Publishers, c2001. - xxi, 569 p. : ill. ; 24 cm. - The Dryden Press series in marketing .
A variety of multi-media instructional aids are available to supplement the text.
Includes bibliographical references and index.
Overview of services marketing: Introduction to services; Fundamental differences between goods and services; Overview of the services sector; Consumer decision process issues in services marketing; Ethical issues in services marketing -- Service strategy, managing the service experience: Service delivery process; Pricing of services; Developing the service communication mix; Managing the firm's physical evidence; People issues, managing employees and customers -- Assessing and improving service delivery: Defining and measuring customer satisfaction; Defining and measuring service quality; Service failures and recovery strategies; Customer retention; Putting the pieces together, creating the seamless service firm -- Cases.
0030288924
Service industries--Marketing.
658.8 / HOF-E 2001 800016