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Services marketing : concepts, strategies, and cases / K. Douglas Hoffman, and John Bateson

By: Contributor(s): Material type: TextTextPublication details: Boston: Cengage, c 2024.Edition: 6th editionDescription: xv, 352p. : ill. ; 30 cmISBN:
  • 9780357718308
  • 9780357718346
Subject(s): DDC classification:
  • 658.8 BAT
Contents:
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.
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Item type Current library Home library Call number Copy number Status Barcode
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 BAT (Browse shelf(Opens below)) 1 Available 0087045
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 BAT (Browse shelf(Opens below)) 2 Available 0087046
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.8 BAT (Browse shelf(Opens below)) 3 Available 0087047
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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.

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