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Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.

By: Hoffman, K. DouglasContributor(s): Bateson, John E. GMaterial type: TextTextLanguage: English Series: The Dryden Press series in marketingPublication details: Fort Worth : Harcourt College Publishers, c2001Edition: 2nd edDescription: xxi, 569 p. : ill. ; 24 cmISBN: 0030288924Subject(s): Service industries -- Marketing | Marketing | Ngành dịch vụ | Quản lý tiếp thịDDC classification: 658.8
Contents:
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.
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Sách tham khảo Sách tham khảo Thư viện Trường Quốc tế - Cơ sở Hacinco

Thư viện Trường Quốc tế - Đại học Quốc gia Hà Nội

Kho STK tiếng Anh 		658.8 HOF 2001 Available E-B7/04563
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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.

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Essentials of services marketing /
Hoffman, K. Douglas.
2001
Kho STK tiếng Anh,
(E-B7/04563 -/- 658.8 HOF 2001 -/- E-B7)

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