Essentials of services marketing : concepts, stragies & cases / K. Douglas Hoffman, John E.G. Bateson.
نوع المادة : نصالسلاسل:The Dryden Press series in marketingالناشر:Mason, Ohio : South-Western, [2001]تاريخ حقوق النشر: copyright 2001الطبعات:2nd edوصف:xxi, 569 pages : illustrations ; 25 cmنوع المحتوى:- text
- unmediated
- volume
- 0030288924 (hbk)
- HD9980.5 H644 2001
نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
---|---|---|---|---|---|---|---|
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HD9980.5 H644 2001 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010000074847 |
A variety of multi-media instructional aids are available to supplement the text.
Includes bibliographical references and index.
Overview of services marketing: Introduction to services; Fundamental differences between goods and services; Overview of the services sector; Consumer decision process issues in services marketing; Ethical issues in services marketing -- Service strategy, managing the service experience: Service delivery process; Pricing of services; Developing the service communication mix; Managing the firm's physical evidence; People issues, managing employees and customers -- Assessing and improving service delivery: Defining and measuring customer satisfaction; Defining and measuring service quality; Service failures and recovery strategies; Customer retention; Putting the pieces together, creating the seamless service firm -- Cases.