TY  - BOOK
AU  - 
AU  - 
TI  - Services marketing.
SN  - 9780538476454
AV  - HD9980.5.B32 
PY  - 2011///
CY  - Mason, OH
PB  - South-Western
KW  - Service industries
KW  - Marketing
N1  - 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 --
UR  - http://www.loc.gov/catdir/enhancements/fy1105/2010929753-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy1105/2010929753-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy1105/2010929753-t.html
ER  -