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

Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.
Catalogue Information
Field name Details
ISBN 0030152178-
Name Hoffman, K. Douglas
Title Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.-
Published Fort Worth : Dryden Press, c1997.-
Description xxi, 505 p.-
Series The Dryden Press series in marketing
Note Includes bibliographical references and index.-
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.-
Summary The primary objective of [this book] is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The [book first] concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... [It then discusses] topics that concern the management of the service encounter.... [The book also] focuses on customer satisfaction and service quality issues. Methods for tracking service failures and employee recovery efforts as well as customer retention strategies are also presented.... [The book concludes with] nine cases that illustrate the topics discussed throughout the book. -Pref.-
Subjects Service industries -- Marketing
Added Names Bateson, John E. G.
Internet Site http://lcweb.loc.gov/catdir/toc/97-158296.html
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Catalogue Information 419 Beginning of record . Catalogue Information 419 Top of page .
Item Information
Barcode Shelf Location Collection Volume Ref. Branch Status Due Date Res. Issue
R00652 658.8 HOFF 1997
 NonFiction   Sydney . Available .  
R00612 658.8 HOFF 1997
 NonFiction   Sydney . Available .  
R00613 658.8 HOFF 1997
 NonFiction   Sydney . Available .  
. Catalogue Record 419 ItemInfo Beginning of record . Catalogue Record 419 ItemInfo Top of page .