Essentials of services marketing
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 marketingService strategy, managing the service experience: Service delive...
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| Format: | UnknownFormat |
| Sprache: | eng |
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Fort Worth
Harcourt College Publ.
c2002
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| Ausgabe: | 2. ed |
| Schriftenreihe: | The Dryden Press series in marketing
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| Schlagworte: | |
| Online Zugang: | Autorenbiografie Verlagsangaben Inhaltsverzeichnis |
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Tag hinzufügen | Zusammenfassung: | 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 marketingService 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. 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 |
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| Beschreibung: | A variety of multi-media instructional aids are available to supplement the text |
| Beschreibung: | XXI, 569 S Ill., graph. Darst 24 cm |
| ISBN: | 0030288924 0-03-028892-4 |