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Essentials of services marketing :co...

Bateson, John E. G.

Essentials of services marketing :concepts, strategies, & cases /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Essentials of services marketing :/ K. Douglas Hoffman, John E. G. Bateson.
其他題名:	concepts, strategies, & cases /
作者:	Hoffman, K. Douglas.
其他作者:	Bateson, John E. G.
出版者:	Fort Worth :Harcourt College Publishers,c2002.
面頁冊數:	xxi, 569 p. :ill. ;24 cm.
附註:	A variety of multi-media instructional aids are available to supplement the text.
叢書名:	The Dryden Press series in marketing
標題:	Service industries - Marketing. -
ISBN:	0030288924 (hbk.) :

Essentials of services marketing :concepts, strategies, & cases /
Hoffman, K. Douglas.

Essentials of services marketing :concepts, strategies, & cases /K. Douglas Hoffman, John E. G. Bateson. - 2nd ed. - Fort Worth :Harcourt College Publishers,c2002. - xxi, 569 p. :ill. ;24 cm. - The Dryden Press series in marketing.

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.

ISBN: 0030288924 (hbk.) :NT3789

LCCN: 2001090107Subjects--Topical Terms:

147476
Service industries
--Marketing.

LC Class. No.: HD9980.5 / .H644 2002

Dewey Class. No.: 658.8

Essentials of services marketing :concepts, strategies, & cases /
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505 0 $a 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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700 1 $a Bateson, John E. G. $3 154686