Services marketing./ John E. G. Bateson, K. Douglas Hoffman - 4th ed. - Mason, OH: South-Western, 2011. - xv, 468 p. : ill. ; 27 cm.
Contents: 1. An overview of services marketing: Understanding the service experience -- Traditional service supersectors and ethical considerations -- Unique discrepancies between goods and services -- Consumer decision making in services marketing -- 2. The tactical services marketing mix: Focus on service processes -- Considerations for services pricing -- Effective service promotions -- Managing the servicescape and other physicals evidence -- People as strategy: managing service personnel -- People as strategy: managing service consumers --
3. Implementing successful service strategies: The essentials of customer satisfaction measurement -- Service quality: identifying and rectifying the gaps -- Managing service failures and implementing effective recovery strategies -- Strategies for facilitating customer loyalty and retention -- Pulling the pieces together: creating a world-class service culture --
9780538476454 0538476451
2010929753
Service industries--Marketing.
HD9980.5.B32