Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.
Material type: TextSeries: The Dryden Press series in marketingPublication details: Fort Worth : Harcourt College Publishers, c2001.Edition: 2nd edDescription: xxi, 569 p. : ill. ; 24 cmISBN:- 0030288924
- 658.8 21 HOF-E 2001 800016
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|---|
Books | Lahore Business School Library Shelf No. 77, LBS | Book | 658.8 HOF-E 2001 800016 (Browse shelf(Opens below)) | C1 | Available | 800016 | |||
Books | Lahore Business School Library Shelf No. 77, LBS | Book | 658.8 HOF-E 2001 800017 (Browse shelf(Opens below)) | C2 | Available | 800017 |
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.