TY  - BOOK
AU  - Hoffman,K.Douglas
AU  - Bateson,John E.G.
TI  - Essentials of services marketing
SN  - 0030288924
U1  - 658.8 21
PY  - 2001///
CY  - Fort Worth
PB  - Harcourt College Publishers
KW  - Service industries
KW  - Marketing
KW  - Ngành dịch vụ
KW  - Quản lý tiếp thị
N1  - 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
ER  -