K. Douglas Hoffman – Services Marketing (4th edition)

Автор: K. Douglas Hoffman
Название книги: Services Marketing (4th edition)
Формат: PDF
Тема: Маркетинг услуг
Страницы: 484
Качество: Изначально компьютерное, E-book

Hoffman and Bateson's Services Marketing: Concepts, Strategies, & 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.
Contents:
Preface
About the Authors
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
The Tactical Services Marketing Mix
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 Implementing Successful Service Strategies
Defining and Measuring Customer Satisfaction
Defining and Measuring Service Quality
Complaint and Service Recovery Management
Customer Loyalty and Retention
Pulling the Pieces Together: Creating a World-Class Service