02920 a2200289 4500 OSt 20250425142805.0 120830t2024 at a|||gr|||| 001 0 eng d 9780357718308 DLC HD9980.5 .H644 2024 Hoffman, K. Douglas. 235597 author Services marketing : concepts, strategies, & cases / K. Douglas Hoffman, John E.G. Bateson. Sixth edition. Australia : Cengage, 2024. xv, 352 pages : color illsutrations ; 28 cm. text rdacontent unmediated rdamedia volumen rdacarrier Includes glossary. Includes bibliographical references and index. Part 1. An Overview of Services Marketing -- Chapter 1. An Introduction to Services -- Chapter 2. The Fundamental Differences Between Goods and Services -- Chapter 3. Environmental, Social and Governance (ESG) and Ethical Issues in Services Marketing -- Chapter 4. Consumer Behavior in Services Marketing -- Part 2. The Tactical Services Marketing Mix -- Chapter 5. The Service Delivery Process -- Chapter 6. The Pricing of Services -- Chapter 7. Developing the Service Communication Strategy -- Chapter 8. Managing the Firm’s Physical Evidence -- Chapter 9. People as Strategy: Managing Service Employees -- Chapter 10. People as Strategy: Managing Service Customers -- Part 3. Assessing and Implementing Successful Service Strategies -- Chapter 11. Defining and Measuring Customer Satisfaction -- Chapter 12. Defining and Measuring Service Quality -- Chapter 13. The Art of Service Failure and Recovery Management -- Chapter 14. Customer Loyalty and Retention -- Chapter 15. Pulling the Pieces Together: Creating a World-Class Service Culture. Examine the use of services marketing as a competitive tool from a uniquely broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from 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." Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, give you valuable insights for business success. A new online format additional features and flexibility to keep you up to date with the latest advances. Service industries 168847 Marketing. Bateson, John E. G. 58605 author 29 lcc 303708 303708 0 0 lcc 0 0 12 12 20 2025-04-07 35 = University Books Inc. 385.00 0 HD9980.5 .H644 2024 50000003299111 2025-04-07 00:00:00 c. 1 385.00 2025-04-07 29