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Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.
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Catalogue Record 419
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Item Information
Catalogue Record 419
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Catalogue Information
Catalogue Record 419
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Catalogue Information
Field name
Details
ISBN
0030152178
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Name
Hoffman, K. Douglas
Title
Essentials of services marketing / K. Douglas Hoffman, John E. G. Bateson.
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Published
Fort Worth : Dryden Press, c1997.
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Description
xxi, 505 p.
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Series
The Dryden Press series in marketing
Note
Includes bibliographical references and index.
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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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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.
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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
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Catalogue Information 419
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Item Information
Barcode
Shelf Location
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Status
Due Date
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Issue
R00652
658.8 HOFF 1997
NonFiction
Sydney
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Available
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Select this item
R00612
658.8 HOFF 1997
NonFiction
Sydney
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Available
.
Select this item
Select this item
R00613
658.8 HOFF 1997
NonFiction
Sydney
.
Available
.
Select this item
Select this item
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Catalogue Record 419 ItemInfo
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Catalogue Record 419 ItemInfo
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