Services marketing./ John E. G. Bateson, K. Douglas Hoffman
Material type: 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 onlyItem type | Current location | Home library | Call number | Copy number | Status | Date due | 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 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY shelves, Shelving location: General Stacks Close shelf browser
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 --
There are no comments on this title.