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Essentials of services marketing /
~
Bateson, John E. G.
Essentials of services marketing /
紀錄類型:
書目-語言資料,印刷品 : 單行本
正題名/作者:
Essentials of services marketing // K. Douglas Hoffman, John E. G. Bateson.
作者:
Hoffman, K. Douglas.
其他作者:
Bateson, John E. G.
出版者:
Fort Worth :Harcourt College Publishers, : c2002.,
面頁冊數:
xxi, 569 p. :ill. ; : 24 cm.;
附註:
A variety of multi-media instructional aids are available to supplement the text.
叢書名:
The Dryden Press series in marketing
標題:
Service industries - Marketing. -
ISBN:
0030288924 (bound)
Essentials of services marketing /
Hoffman, K. Douglas.
Essentials of services marketing /
K. Douglas Hoffman, John E. G. Bateson. - 2nd ed. - Fort Worth :Harcourt College Publishers,c2002. - xxi, 569 p. :ill. ;24 cm. - The Dryden Press series in marketing.
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.
ISBN: 0030288924 (bound)
LCCN: 2001090107Subjects--Topical Terms:
494476
Service industries
--Marketing.
LC Class. No.: HD9980.5 / .H699 2002
Dewey Class. No.: 658.8
Essentials of services marketing /
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