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Essentials of services marketing

K. Douglas Hoffman John E. G Bateson

Fort Worth Dryden Press c1997

Localização: FEA - Fac. Econ. Adm. Contab. e Atuária    (658.8 H699e e.2 )(Acessar)

  • Título:
    Essentials of services marketing
  • Autor: K. Douglas Hoffman
  • John E. G Bateson
  • Assuntos: Service industries -- Marketing; MARKETING
  • Notas: Includes bibliographical references and index
  • Descrição: 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 m arketing -- Servicestrategy, 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 improvingservice delivery: Defining and measuring customer satisfaction; Defining and measuring service quality; Service failures and recovery strategies; Customer retention; Putting the pieces toget her, creating the seamless service firm -- Cases
    The primary objective of [this book] is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The [book first] concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... [It then discusses] topics that concern the management of the service encounter.... [The book also] focuses on customer satisfaction and service quality issues. Methods for tracking service failures and employee recovery efforts as well as customer retention strategies are also presented.... [The book concludes with] nine cases that illustrate the topics discussed throughout the book. -Pref
  • Títulos relacionados: Série:The Dryden Press series in marketing
  • Editor: Fort Worth Dryden Press
  • Data de criação/publicação: c1997
  • Formato: xxi, 505 p.
  • Idioma: Inglês
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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