Services Marketing Concepts, Strategies, & Cases
by Hoffman, K. Douglas; Bateson, John E.G.Edition: 4th
Format: Hardcover
Pub. Date: 2010-08-16
Publisher(s): South-Western College Pub
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Summary
Hoffman and Bateson's SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES examines the use of services marketing as a competitive tool from a uniquely broad perspective. The book explores services marketing not only as an essential focus for service firms, but also as a source of competitive advantage for companies that market tangible products. As a result, real-world examples throughout the book feature a wide array of businesses representing a variety of 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." The Fourth Edition of this proven book draws on cutting-edge data to cover important current issues such as business-to-business services, technology, and the global market, giving you valuable insights and skills to help you understand--and succeed in--today's business environment.
Table of Contents
| An Overview of Services Marketing | |
| An Introduction to Services | |
| The Service Sector: Supersectors and Ethical Considerations | |
| Fundamental Differences between Goods and Services | |
| Services Consumer Behavior | |
| Service Strategy: Managing the Service Experience | |
| The Service Delivery Process | |
| The Pricing of Services | |
| Developing the Service Communication Strategy | |
| Managing the Firm's Physical Evidence | |
| People as Strategy: Managing Service Employees | |
| People as Strategy: Managing Service Consumers | |
| Assessing and Improving Service Delivery | |
| Defining and Measuring Customer Satisfaction | |
| Defining and Measuring Service Quality | |
| Complaint & Service Recovery Management | |
| Customer Loyalty & Retention | |
| Putting the Pieces together: Creating a World Class Service Culture | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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