Solution Manual for Services Marketing Concepts Strategies and Cases 5th Edition Hoffman Bateson 1285429788 9781285429786
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Examine the use of services marketing as a competitive tool from a uniquely broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES, AND CASES, 5E. Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products. Real examples feature businesses from industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and “other services.” Cutting-edge data addresses current issues, such as sustainability, technology, and the global market, give you valuable insights for business success. A new online format additional features and flexibility to keep you up to date with the latest advances.
Language: English
ISBN-10: 1285429788
ISBN-13: 978-1285429786
ISBN-13: 9781285429786
Author: K.Douglas Hoffman, John E.G.Bateson
services marketing concepts strategies and cases 5th edition
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Table of content:
Part I: AN OVERVIEW OF SERVICES MARKETING.
1. An Introduction to Services.
2. The Service Sector: Supersectors and Ethical Considerations.
3. Fundamental Differences between Goods and Services.
4. Services Consumer Behavior.
Part II: THE TACTICAL SERVICES MARKETING MIX
5. The Service Delivery Process.
6. The Pricing of Services.
7. Developing the Service Communication Strategy.
8. Managing the Firm’s Physical Evidence.
9. People as Strategy: Managing Service Employees.
10. People as Strategy: Managing Service Consumers.
Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES
11. Defining and Measuring Customer Satisfaction.
12. Defining and Measuring Service Quality.
13. Complaint & Service Recovery Management.
14. Customer Loyalty & Retention.
15. Pulling the Pieces together: Creating a World Class Service Culture.
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