Services marketing : concepts, strategies, and cases /
Hoffman, K. Douglas
Services marketing : concepts, strategies, and cases / K. Douglas Hoffman, and John Bateson - 6th edition. - Boston: Cengage, c 2024. - xv, 352p. : ill. ; 30 cm.
Includes glossary (p.329-341)
Includes index (p.342-352)
Part I: AN OVERVIEW OF SERVICES MARKETING.1. An Introduction to Services.2. Fundamental Differences between Goods and Services.3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.4. Services Consumer Behavior.Part II: THE TACTICAL SERVICES MARKETING MIX.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.Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.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.EXAMPLES OF OPENING VIGNETTES AND BOX FEATURES.
eng.
9780357718308 TZS 200,726/= 9780357718346
Service industries Marketing
Ethical issues in service marketing
Customer complaining behavior
658.8 BAT
Services marketing : concepts, strategies, and cases / K. Douglas Hoffman, and John Bateson - 6th edition. - Boston: Cengage, c 2024. - xv, 352p. : ill. ; 30 cm.
Includes glossary (p.329-341)
Includes index (p.342-352)
Part I: AN OVERVIEW OF SERVICES MARKETING.1. An Introduction to Services.2. Fundamental Differences between Goods and Services.3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.4. Services Consumer Behavior.Part II: THE TACTICAL SERVICES MARKETING MIX.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.Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.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.EXAMPLES OF OPENING VIGNETTES AND BOX FEATURES.
eng.
9780357718308 TZS 200,726/= 9780357718346
Service industries Marketing
Ethical issues in service marketing
Customer complaining behavior
658.8 BAT