Pub. Date:
Cengage Learning
Essentials of Services Marketing / Edition 2

Essentials of Services Marketing / Edition 2

by Douglas K. Hoffman, John E.G. Bateson


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Product Details

ISBN-13: 9780030288920
Publisher: Cengage Learning
Publication date: 06/29/2001
Series: Marketing Series
Edition description: Older Edition
Pages: 600
Product dimensions: 7.87(w) x 9.45(h) x (d)

Table of Contents

Part I. An Overview of Services Marketing. 1. An Introduction to Services. 2. Fundamental Differences between Goods and Services. 3. An Overview of the Services Sector. 4. Consumer Decision Process Issues in Services Marketing. 5. Ethical Issues in Services Marketing. Part II. Service Strategy: Managing the Service Encounter. 6. Service Delivery Process. 7. The Pricing of Services. 8. Developing the Service Communications Mix. 9. Managing the Firm's Physical Evidence. 10. People Issues: Managing Service Employees. 11. People Issues: Managing Service Customers. Part III. Assessing and Improving Service Delivery. 12. Defining and Measuring Customer Satisfaction. 13. Defining and Measuring Service Quality. 14. Service Failures and Recovery Strategies. 15. Customer Retention. 16. Putting the Pieces together: Creating the Seamless Service Firm.

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