Services Marketing Concepts Strategies Cases 6th Edition by Douglas Hoffman, John Bateson ISBN 978-0357718308 0357718305
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Product details:
ISBN 10: 0357718305
ISBN 13: 978-0357718308
Author: K. Douglas Hoffman, John Bateson
Explore the latest industry trends and issues as you examine services marketing from a unique, broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES AND CASES, 6e. Fifteen streamlined chapters present services marketing as both an essential focus for service firms as well as a competitive advantage for companies that market tangible products. The latest examples and interesting end-of-chapter cases address current global issues, such as environmental, societal and governance (ESG) issues and changing consumer markets. New content introduces you to technological advancements like robotics and artificial intelligence in services marketing and recent challenges, such as the consequences of the pandemic, stressed employees and disruptive customers. You gain valuable insights for business success with this comprehensive, current approach to services marketing and this edition’s practical global perspective.
Table of contents:
Part I: 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
Part II: The Tactical Services Marketing Mix
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
Part III: Assessing and Implementing Successful Service Strategies
Defining and Measuring Customer Satisfaction
Defining and Measuring Service Quality
Complaint & Service Recovery Management
Customer Loyalty & Retention
Pulling the Pieces Together: Creating a World Class Service Culture
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Tags: Douglas Hoffman, John Bateson, Services Marketing, Concepts Strategies