Essentials of Services Marketing Concepts, Strategies and Cases

ISBN-10: 0030288924

ISBN-13: 9780030288920

Edition: 2nd 2002

List price: $224.95
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Description: The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.

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Book details

List price: $224.95
Edition: 2nd
Copyright year: 2002
Publisher: Cengage South-Western
Publication date: 6/29/2001
Binding: Hardcover
Pages: 600
Size: 7.75" wide x 9.25" long x 1.00" tall
Weight: 2.398
Language: English

K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association. Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University. Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson.

An Overview of Services Marketing
An Introduction to Services
Fundamental Differences between Goods and Services
An Overview of the Services Sector
Consumer Decision Process Issues in Services Marketing
Ethical Issues in Services Marketing
Service Strategy: Managing the Service Encounter
Service Delivery Process
The Pricing of Services
Developing the Service Communications Mix
Managing the Firm?s Physical Evidence
People Issues: Managing Service Employees
People Issues: Managing Service Customers
Assessing and Improving Service Delivery
Defining and Measuring Customer Satisfaction
Defining and Measuring Service Quality
Service Failures and Recovery Strategies
Customer Retention
Putting the Pieces together: Creating the Seamless Service Firm
Table of Contents provided by Publisher. All Rights Reserved.
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