Services Marketing Concepts, Strategies, & Cases

by Hoffman, K. Douglas; Bateson, John E.G.

• ISBN13: 9781439039397
• ISBN10: 1439039399
• Edition: 4th
• Format: Hardcover
• Copyright: 2010-08-16
• Publisher: South-Western College Pub

Summary

Hoffman and Bateson's SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES examines the use of services marketing as a competitive tool from a uniquely broad perspective. The book 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. As a result, real-world examples throughout the book feature a wide array of businesses representing a variety of industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and "other services." The Fourth Edition of this proven book draws on cutting-edge data to cover important current issues such as business-to-business services, technology, and the global market, giving you valuable insights and skills to help you understand--and succeed in--today's business environment.

Table of Contents

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

Table of Contents provided by Publisher. All Rights Reserved.