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Online Public Access Catalogue

题名/责任者:

Essentials of services marketing : concepts, strategies & cases = K. Douglas Hoffman, John E. G. Bateson.

版本说明:

2nd ed.

出版发行项:

北京. : 北京大学出版社; Thomson Learning, 2004.

ISBN:

7301066023

载体形态项:

xxi, 569 p. : ill. : 25 cm.

变异题名:

服务营销精要： 概念、战略与案例

丛编题名:

当代全美MBA经典教材书系(英文影印版)

丛编题名:

北大光华管理学院IMBA, MBA推荐用书

丛编题名:

汤姆森学习出版集团精选教材系列

个人责任者:

Hoffman, K.Douglas.

附加个人名称:

Bateson,John E.G.

论题主题:

Service industries-Marketing.

中图法分类号:

F719

一般附注:

A variety of multi-media instructional aids are available to supplement the text.

书目附注:

Includes bibliographical references and index.

内容附注:

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.

原版附注:

Reprint. Originally published: Mason, Ohio: South-Western,c2001. 2nd ed. 0030288924.

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