Services Marketing: Concepts, Strategies and Cases

 
9781844808137: Services Marketing: Concepts, Strategies and Cases
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Get the textbook that combines usability with cutting-edge data. SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES is thorough and yet shorter than many of the textbooks you could choose from. And, its emphasis is on business-to-business services, technology, and global services ensures you'll be ready for that first job after college.

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About the Author:

K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association. Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University. Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson.

Now a private consultant in the services sector, John E.G. Bateson previously served as Group Chief Executive Officer of SHL Group and was a Senior Vice-President and Practice Leader with Gemini Consulting in the Gemini Group. He has also taught as Associate Professor of Marketing at the London Business School in England, and was a visiting associate professor at the Stanford Business School. Prior to teaching, he was a brand manager with Lever Brothers and a marketing manager with Philips. Dr. Bateson holds an undergraduate degree from Imperial College, London, a master's degree from London Business School, and a Ph. D. in marketing from the Harvard Business School. He has published extensively in the services marketing literature, including in the Journal of Marketing Research, the Journal of Retailing, Marketing Science, and the Journal of Consumer Research. He is also the author of Managing Services marketing: Text and Readings (Dryden) and Marketing Public Transit: A Strategic Approach (Praeger). Dr. Bateson was actively involved with the formation of the services division of the American Marketing Association, where he served on the Services Council for four years and has chaired sessions of the AMA Services Marketing Conference. He also served on the steering committee of the Marketing Science Institute.

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Other Popular Editions of the Same Title

9781439039397: Services Marketing: Concepts, Strategies, & Cases

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ISBN 10:  1439039399 ISBN 13:  9781439039397
Publisher: Cengage Learning, 2010
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9780324319965: Services Marketing: Concepts, Strategies, & Cases

South-..., 2005
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K. Douglas Hoffman, John E. G. Bateson, Emma H. Wood
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Book Description Cengage Learning Emea, 2009. Taschenbuch. Condition: Neu. Neu Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. - PART ONE: AN OVERVIEW OF SERVICES MARKETING 1. An introduction to services 2. Fundamental differences between goods and services 3. An overview of the services sector 4. The consumer decision process in services marketing 5. Researching service markets PART TWO: SERVICE STRATEGY: MANAGING THE SERVICE EXPERIENCE 6. Service development and innovation 7. Service delivery process 8. The pricing of services 9. Developing the service communications mix 10. Managing the firms physical evidence 11. People issues: Managing service employees 12. People issues: Managing service consumers 13. Customer relationship marketing PART THREE: ASSESSING AND IMPROVING SERVICE DELIVERY 14. Defining and measuring customer satisfaction 15. Defining and measuring service quality 16. Service failures and recovery strategies 17. Putting the pieces together: Creating the seamless service firm 18. Future trends PART FOUR: CASESPART ONE: AN OVERVIEW OF SERVICES MARKETING 1. An introduction to services 2. Fundamental differences between goods and services 3. An overview of the services sector 4. The consumer decision process in services marketing 5. Researching service markets PART TWO: SERVICE STRATEGY: MANAGING THE SERVICE EXPERIENCE 6. Service development and innovation 7. Service delivery process 8. The pricing of services 9. Developing the service communications mix 10. Managing the firmÆs physical evidence 11. People issues: Managing service employees 12. People issues: Managing service consumers 13. Customer relationship marketing PART THREE: ASSESSING AND IMPROVING SERVICE DELIVERY 14. Defining and measuring customer satisfaction 15. Defining and measuring service quality 16. Service failures and recovery strategies 17. Putting the pieces together: Creating the seamless service firm 18. Future trends PART FOUR: CASES 656 pp. Englisch. Seller Inventory # INF1000041133

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