Services marketing / John E G Bateson and K Douglas Hoffman

By: Bateson, John E G Contributor(s): Hoffman, K Douglas Material type: Text

TextLanguage: English Publication details: New Delhi : Cengage Learning, ©2011. Edition: 4th edDescription: xvii, 468 p. : ill. ; 26 cmISBN: 9780538476454; 9788131516478; 8131516474Subject(s): Service industries -- MarketingDDC classification: 658.8 LOC classification: HD9980.5 | .A53 1991Online resources: WorldCat details

Contents:

TOC Pt I: AN overview of services marketing (the essentials of services marketing: Inside the box) -- 1. Understanding the service experience -- 2. Traditional service supersectors and ethical considerations -- 3. Unique discrepancies between goods and services -- 4. Consumer decision making in services marketing -- pt. II: The tactical services marketing mix (developing effective services marketing strategies) -- 5. Focus on service processes -- 6. Considerations for services pricing -- 7: Effective service promotions -- 8. Managing the servicescape and other physical evidence -- 9. People as strategy: Managing service personnel -- 10. People as strategy: Managing service consumers -- pt. III: Implementing successful service strategies (assessing and improving the service experience) -- 11. The essentials of customer satisfaction measurement -- 12. Service quality: Identifying and rectifying the gaps -- 13. Managing service failures and implementing effective recovery strategies -- 14. Strategies for facilitating customer loyalty & retention -- 15. Pulling the pieces together: Creating a world class service culture.

Summary: Examines the use of services marketing as a competitive tool from a uniquely broad perspective. This text explores services marketing not only as an essential focus for service firms, but also as a source of competitive advantage for companies that market tangible products.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds	Course reserves
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.8 BAS 2011 (Browse shelf(Opens below))	C-1	Not For Loan		26399		Service Marketing

Total holds: 0

Includes index

TOC Pt I: AN overview of services marketing (the essentials of services marketing: Inside the box) --
1. Understanding the service experience --
2. Traditional service supersectors and ethical considerations --
3. Unique discrepancies between goods and services --
4. Consumer decision making in services marketing --
pt. II: The tactical services marketing mix (developing effective services marketing strategies) --
5. Focus on service processes --
6. Considerations for services pricing --
7: Effective service promotions --
8. Managing the servicescape and other physical evidence --
9. People as strategy: Managing service personnel --
10. People as strategy: Managing service consumers --
pt. III: Implementing successful service strategies (assessing and improving the service experience) --
11. The essentials of customer satisfaction measurement --
12. Service quality: Identifying and rectifying the gaps --
13. Managing service failures and implementing effective recovery strategies --
14. Strategies for facilitating customer loyalty & retention --
15. Pulling the pieces together: Creating a world class service culture.

Examines the use of services marketing as a competitive tool from a uniquely broad perspective. This text explores services marketing not only as an essential focus for service firms, but also as a source of competitive advantage for companies that market tangible products.

Sagar Shahanawaz

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