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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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Bibliographic Details
Main Authors: Hoffman, K. Douglas (Author), Bateson, John E. G. (Author)
Format: Book
Language:English
Published: Boston, MA Cengage Learning [2017]
Edition:Fifth edition
Subjects:
Service industries > Marketing
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Table of Contents:
  • 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

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