Services Marketing Concepts, Strategies, and Cases

ISBN-10: 1439039399

ISBN-13: 9781439039397

Edition: 4th 2011

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Book details

List price: $411.95
Edition: 4th
Copyright year: 2011
Publisher: Cengage South-Western
Publication date: 8/16/2010
Binding: Hardcover
Pages: 480
Size: 8.00" wide x 10.00" long x 1.00" tall
Weight: 2.552
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
The Service Sector: Supersectors and Ethical Considerations
Fundamental Differences between Goods and Services
Services Consumer Behavior
Service Strategy: Managing the Service Experience
The Service Delivery Process
The Pricing of Services
Developing the Service Communication Strategy
Managing the Firm's Physical Evidence
People as Strategy: Managing Service Employees
People as Strategy: Managing Service Consumers
Assessing and Improving Service Delivery
Defining and Measuring Customer Satisfaction
Defining and Measuring Service Quality
Complaint & Service Recovery Management
Customer Loyalty & Retention
Putting the Pieces together: Creating a World Class Service Culture
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