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Services Marketing

Author(s): K. Douglas Hoffman | John E.G. Bateson

ISBN: 9789360530044

6th Edition

Copyright: 2024

₹595

Binding: Paperback

Pages: 368

Trim Size : 279 x 216 mm

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Explore the latest industry trends and issues as you examine services marketing from a unique, broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES AND CASES, 6e. Fifteen streamlined chapters present services marketing as both an essential focus for service firms as well as a competitive advantage for companies that market tangible products. The latest examples and interesting end-of-chapter cases address current global issues, such as environmental, societal and governance (ESG) issues and changing consumer markets.

  • Every chapter begins with a managerially oriented, thought-provoking quote and engaging vignette. These features set the practical application tone for each chapter.
  • Efficiently organize class lectures with these helpful learning objectives.
  • Every chapter concludes with constructive review questions that are intentionally written to reinforce students’ comprehension and application of chapter content.
  • Key terms are highlighted in every chapter within the text and clearly defined in the adjacent margin.
  • End-of-chapter cases illustrate, deepen, and extend chapter concepts.
  • New content highlights trends such as the growth of artificial intelligence and the present and future use of robotics in the provision of services.
  • Revisions carefully examine changing consumer markets.
  • With new emphasis on technology, ESG issues and international considerations, this edition is ideal for instructors and students who desire a global perspective.

Part I: AN OVERVIEW OF SERVICES MARKETING.

1. An Introduction to Services.

2. Fundamental Differences between Goods and Services.

3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.

4. Services Consumer Behavior.

Part II: THE TACTICAL SERVICES MARKETING MIX.

5. The Service Delivery Process.

6. The Pricing of Services.

7. Developing the Service Communication Strategy.

8. Managing the Firm’s Physical Evidence.

9. People as Strategy: Managing Service Employees.

10. People as Strategy: Managing Service Consumers.

Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.

11. Defining and Measuring Customer Satisfaction.

12. Defining and Measuring Service Quality.

13. Complaint & Service Recovery Management.

14. Customer Loyalty & Retention.

15. Pulling the Pieces together: Creating a World Class Service Culture.

EXAMPLES OF OPENING VIGNETTES AND BOX FEATURES.

K. Douglas Hoffman

K. Douglas Hoffman is a Professor of Marketing and a University Distinguished Teaching Scholar at Colorado State University. S. Christian Albright.

John E.G. Bateson

John E. G Bateson is a Visiting Professor of Management at the Cass Business School and is an independent consultant and company chairman.

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