TY  - BOOK
AU  - Bateson, John E. G.
AU  - Douglas Hoffman, K.
TI  - Services Marketing
SN  - 978-81-315-1647-8
U1  - 658.8 
PY  - 2011///
CY  - Andover : 
PB  - Cengage Learning
KW  - Service industries
KW  - Marketing
KW  - Business and Management
N1  - 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
ER  -