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MindTap for Services Marketing: Concepts, Strategies & Cases
ISBN: 9781337018098
Higher Education
Author(s): K. Douglas Hoffman | John E.G. Bateson
ISBN: 9789360530044
6th Edition
Copyright: 2024
India Release: 2024
Binding: Paperback
Pages: 368
Trim Size: 279 x 216 mm
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.
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.