Services Marketing
ISBN: 9789360530044
Higher Education
Author(s): K. Douglas Hoffman | John E.G. Bateson
ISBN: 9781337018098
5th Edition
Copyright: 2017
Binding: eBook
Help students examine the use of services marketing as a competitive tool from a uniquely broad perspective with Hoffman/Bateson’s SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, the book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services."
*Special prices for countries of South-Asia
PART I: An Overview of Services Marketing
CHAPTER 1 An Introduction to Services
CHAPTER 2 The Service Economy: Supersectors and Ethical Considerations
CHAPTER 3 Fundamental Differences Between Goods and Services
CHAPTER 4 Services Consumer Behavior
PART II The Tactical Services Marketing Mix
CHAPTER 5 The Service Delivery Process
CHAPTER 6 The Pricing of Services
CHAPTER 7 Developing the Service Communication Strategy
CHAPTER 8 Managing the Firm’s Physical Evidence
CHAPTER 9 People as Strategy: Managing Service Employees
CHAPTER 10 People as Strategy: Managing Service Consumers
PART III Assessing and Implementing Successful Service Strategies
CHAPTER 11 Defining and Measuring Customer Satisfaction
CHAPTER 12 Defining and Measuring Service Quality
CHAPTER 13 Complaint and Service Recovery Management
CHAPTER 14 Customer Loyalty and Retention
CHAPTER 15 Pulling the Pieces Together: Creating a World-Class Service Culture
Glossary
Index
K. Douglas Hoffman, Colorado State University
John E.G. Bateson
