TY  - GEN
AU  - Hoffman, K. Douglas.
AU  - Bateson, John E. G.
TI  - Services marketing : : concepts, strategies, & cases 
SN  - 9780357718308
AV  - HD9980.5 .H644 2024
PY  - 2024///
CY  - Australia
PB  - Cengage
KW  - Service industries
KW  - Marketing
N1  - 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
N2  - 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
ER  -