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Services marketing./ John E. G. Bateson, K. Douglas Hoffman

By: Bateson, John E. GContributor(s): Hoffman, K. DouglasMaterial type: Text

TextPublisher: Mason, OH: South-Western, 2011Edition: 4th edDescription: xv, 468 p. : ill. ; 27 cmISBN: 9780538476454; 0538476451Subject(s): Service industries -- MarketingLOC classification: HD9980.5.B32Online resources: Contributor biographical information | Publisher description | Table of contents only

Contents:

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 --

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Item type	Current location	Home library	Call number	Copy number	Status	Barcode
Books	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY	HD9980.5.B32(4e) (Browse shelf)	1	Available	K/432/432/19
Books	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY	HD9980.5.B321(4e) (Browse shelf)	2	Available	K/1542/1542/19
Books	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY	HD9980.5.B322(4e) (Browse shelf)	3	Available	K/1543/1543/19

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 --

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Wisconsin International University College Main Library

Services marketing./ John E. G. Bateson, K. Douglas Hoffman

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