Services marketing concepts, strategies & cases
Examine the use of services marketing as a competitive tool from a uniquely broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also...
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston, MA
Cengage Learning
[2017]
|
| Edition: | Fifth edition |
| Subjects: | |
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| 040 | |a UPNM |b eng |c UPNM |e rda | ||
| 090 | |a HD 9980.5 |b .H644 2017 | ||
| 100 | 1 | |a Hoffman, K. Douglas |e author | |
| 245 | 1 | 0 | |a Services marketing |b concepts, strategies & cases |c K. Douglas Hoffman, John E.G. Bateson |
| 250 | |a Fifth edition | ||
| 264 | 1 | |a Boston, MA |b Cengage Learning |c [2017] | |
| 264 | 4 | |c ©2017 | |
| 300 | |a xv, 458 pages |b illustrations |c 26 cm | ||
| 336 | |a text |2 rdacontent | ||
| 337 | |a unmediated |2 rdamedia | ||
| 338 | |a volume |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index | ||
| 505 | 0 | |a 1. An Introduction to Services -- 2. The Service Sector: Supersectors and Ethical Considerations -- 3. Fundamental Differences between Goods and Services -- 4. Services Consumer Behavior -- 5. The Service Delivery Process -- 6. The Pricing of Services -- 7. Developing the Service Communication Strategy -- 8. Managing the Firm's Physical Evidence -- 9. People as Strategy: Managing Service Employees -- 10. People as Strategy: Managing Service Consumers -- 11. Defining and Measuring Customer Satisfaction -- 12. Defining and Measuring Service Quality -- 13. Complaint & Service Recovery Management -- 14. Customer Loyalty & Retention -- 15. Pulling the Pieces together: Creating a World Class Service Culture | |
| 520 | |a Examine the use of services marketing as a competitive tool from a uniquely broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services." Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, give you valuable insights for business success. A new online format additional features and flexibility to keep you up to date with the latest advances. | ||
| 592 | |a UPNM002 |b 6/12/19 |c RM223.25 |h Zain Book House | ||
| 650 | 0 | |a Service industries |x Marketing | |
| 700 | 1 | |a Bateson, John E. G. |e author | |
| 999 | |a vtls000065292 |c 55045 |d 55045 | ||