Essentials of services marketing
By: K. Douglas Hoffman, John E. G. Bateson
Contributors: Bateson, John E. G
Edition: 2nd ed
Series: The Dryden Press series in marketing
Publisher: Harcourt College Publishers
Published: 2002
Place of publication: Fort Worth
Language: eng
Number of pages: 569
Subjects: Service industries -- Marketing
Notes: A variety of multi-media instructional aids are available to supplement the text

Includes bibliographical references and index
Table of contents: title: 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 marketing; title: Service strategy, 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; title: Assessing and improving service delivery: Defining and measuring customer satisfaction; Defining and measuring service quality; Service failures and recovery strategies; Customer retention; Putting the pieces together, creating the seamless service firm; title: Cases