Essentials of services marketing

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Bibliographic Information

Title
"Essentials of services marketing"
Statement of Responsibility
K. Douglas Hoffman, John E. G. Bateson
Publisher
  • Dryden Press
Publication Year
  • c1997
Book size
25 cm

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Notes

Includes bibliographical references and index

Summary: 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

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Details 詳細情報について

  • CRID
    1130000796358779520
  • NII Book ID
    BA34792264
  • ISBN
    0030152178
  • LCCN
    97158296
  • Web Site
    https://lccn.loc.gov/97158296
  • Text Lang
    en
  • Country Code
    us
  • Title Language Code
    en
  • Place of Publication
    • Fort Worth
  • Classification
  • Data Source
    • CiNii Books
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