Bateson, John E. G. creator Hoffman, K. Douglas text at Mason, OH South-Western 2011 4th ed. monographic eng

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xv, 468 p. : ill. ; 27 cm. 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 -- John E. G. Bateson, K. Douglas Hoffman Service industries Marketing HD9980.5.B32 9780538476454 0538476451 2010929753 http://www.loc.gov/catdir/enhancements/fy1105/2010929753-b.html http://www.loc.gov/catdir/enhancements/fy1105/2010929753-d.html http://www.loc.gov/catdir/enhancements/fy1105/2010929753-t.html http://www.loc.gov/catdir/enhancements/fy1105/2010929753-b.html http://www.loc.gov/catdir/enhancements/fy1105/2010929753-d.html http://www.loc.gov/catdir/enhancements/fy1105/2010929753-t.html DLC 100601 20220126133823.0 16260666