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Services Marketing / John E G Bateson, K Douglas Hoffman

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Andover : Cengage Learning ©2011.Edition: 4th edDescription: xvii, 468 pages ; illustrations ; 25 cmISBN:
  • 978-81-315-1647-8
Subject(s): DDC classification:
  • 658.8 BAT
Contents:
Pt I: An overview of services marketing (the essentials of services marketing: Inside the box) -- 1. Understanding the service experience -- 2. Traditional service supersectors and ethical considerations -- 3. Unique discrepancies between goods and services -- 4. Consumer decision making in services marketing -- pt. II: The tactical services marketing mix (developing effective services marketing strategies) -- 5. Focus on service processes -- 6. Considerations for services pricing -- 7: Effective service promotions -- 8. Managing the servicescape and other physical evidence -- 9. People as strategy: Managing service personnel -- 10. People as strategy: Managing service consumers -- pt. III: Implementing successful service strategies (assessing and improving the service experience) -- 11. The essentials of customer satisfaction measurement -- 12. Service quality: Identifying and rectifying the gaps -- 13. Managing service failures and implementing effective recovery strategies -- 14. Strategies for facilitating customer loyalty & retention -- 15. Pulling the pieces together: Creating a world class service culture.
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Pt I: An overview of services marketing (the essentials of services marketing: Inside the box) --
1. Understanding the service experience --
2. Traditional service supersectors and ethical considerations --
3. Unique discrepancies between goods and services --
4. Consumer decision making in services marketing --
pt. II: The tactical services marketing mix (developing effective services marketing strategies) --
5. Focus on service processes --
6. Considerations for services pricing --
7: Effective service promotions --
8. Managing the servicescape and other physical evidence --
9. People as strategy: Managing service personnel --
10. People as strategy: Managing service consumers --
pt. III: Implementing successful service strategies (assessing and improving the service experience) --
11. The essentials of customer satisfaction measurement --
12. Service quality: Identifying and rectifying the gaps --
13. Managing service failures and implementing effective recovery strategies --
14. Strategies for facilitating customer loyalty & retention --
15. Pulling the pieces together: Creating a world class service culture.

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