Services marketing./ John E. G. Bateson, K. Douglas Hoffman
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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 | |
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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 | |
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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 |
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HD82.T48(8e) Growth & development with special reference to developing economies. / | HD82.T481(8e) Growth & development with special reference to developing economies. / | HD75.P621(2e) Development theory. / | HD9980.5.B322(4e) Services marketing./ | HF5635.H85(4e) International accounting. / | HF5635.H851(4e) International accounting. / | HF5635.H852(4e) International accounting. / |
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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