Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.
Material type: TextLanguage: 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: 658.8Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Sách tham khảo |
Thư viện Trường Quốc tế - Cơ sở Hacinco
Thư viện Trường Quốc tế - Đại học Quốc gia Hà Nội |
658.8 HOF 2001 | Available | E-B7/04563 |
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.
There are no comments on this title.