000			02002nam a2200241 a 4500
001			vtls000006797
003			VRT
005			20250102223555.0
008			090331 | 000 0 eng d
020			_a978032442283
020			_a0324422830
039		9	_a201402040146 _bVLOAD _c201008021224 _dmalmash _c200904051451 _dvenkatrajand _y200903311443 _zmalmash
050			_aHD9980.5 _b.H647 2006
100	1		_aHoffman, K. Douglas _918212
245	1		_aServices Marketing : _bConcepts, Strategies, & Cases / _cK. Douglas Hoffman, John E. G. Bateson.
250			_a3ed. ed.
260			_aAustralia: _bThomson South-Western, _cc2006.
300			_a588 p.: _bill.; _c26 cm.
505			_aPart I: AN OVERVIEW OF SERVICES MARKETING. 1. An Introduction to Services. 2. An Overview of the Services Sector. 3. Fundamental Differences between Goods and Services. 4. Consumer Decision Process in Services Marketing. 5. Ethical Issues in Services Marketing. Part II: SERVICE STRATEGY: MANAGING THE SERVICE ENCOUNTER. 6. Service Delivery Process. 7. The Pricing of Services. 8. Developing the Service Communications Mix. 9. Managing the Firm's Physical Evidence. 10. People Issues: Managing Service Employees. 11. People Issues: Managing Service Customers. Part III: ASSESSING AND IMPROVING SERVICE DELIVERY. 12. Defining and Measuring Customer Satisfaction. 13. Defining and Measuring Service Quality. 14. Service Failures and Recovery Strategies. 15. Customer Retention. 16. Putting the Pieces together: Creating the Seamless Service Firm.
520			_aSERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 3rd Edition offers a managerial perspective of services marketing, with special emphasis on B2B services, technology, and global services. Briefer than competing textbooks, this text also includes cases to further illustrate concepts and offers unique coverage on creating the seamless service firm to support a customer-focused organizational culture.
650		0	_aMarketing. _91271
942			_2lcc _n0 _cBK
999			_c10918 _d10918