Essentials of services marketing
2nd ed
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Contributions
- Bateson, John E. G - Contributor
Publication
2002 - Harcourt College Publishers, Fort Worth, Texas
Language
English
Word Count
142,250 words, Guess
Page Count
569 pages
Identifiers
- Internet Archiveessentialsofserv0000hoff
- ISBN-139780030288920
- ISBN-100030288924
- LibraryThing5615149
- Library of Congress Control Number2001090107
and 1 more
- Open LibraryOL17054578M
Classifications
- LCCHD9980.5 .H644 2002
- DDC658.8
Description
The primary objective of [this book] is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The [book first] concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... [It then discusses] topics that concern the management of the service encounter.... [The book also] focuses on customer satisfaction and service quality issues. Methods for tracking service failures and employee recovery efforts as well as customer retention strategies are also presented.... [The book concludes with] nine cases that illustrate the topics discussed throughout the book. -Pref.
Subjects
Series Statement
- The Dryden Press series in marketing
Other Editions
- Essentials of services marketing
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