Services marketing : concepts, strategies, and cases /
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| Autor principal: | |
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| Formato: | Livro |
| Publicado em: |
Boston:
Cengage,
c 2024.
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| Edição: | 6th edition. |
| Assuntos: | |
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| LEADER | 00000nam a22000007a 4500 | ||
|---|---|---|---|
| 005 | 20250515090313.0 | ||
| 020 | |a 9780357718308 |c TZS 200,726/= | ||
| 020 | |a 9780357718346 | ||
| 040 | |a MUL |b eng. |e AACR2 | ||
| 082 | |a 658.8 BAT | ||
| 100 | |a Hoffman, K. Douglas | ||
| 245 | |a Services marketing : |b concepts, strategies, and cases / |c K. Douglas Hoffman, and John Bateson | ||
| 250 | |a 6th edition. | ||
| 260 | |a Boston: |b Cengage, |c c 2024. | ||
| 300 | |a xv, 352p. : |b ill. ; |c 30 cm. | ||
| 500 | |a Includes glossary (p.329-341) | ||
| 504 | |a Includes index (p.342-352) | ||
| 505 | |a Part I: AN OVERVIEW OF SERVICES MARKETING.1. An Introduction to Services.2. Fundamental Differences between Goods and Services.3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.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.EXAMPLES OF OPENING VIGNETTES AND BOX FEATURES. | ||
| 546 | |a eng. | ||
| 650 | |a Service industries Marketing | ||
| 650 | |a Ethical issues in service marketing | ||
| 650 | |a Customer complaining behavior | ||
| 700 | |a Bateson, John | ||
| 942 | |c BK | ||
| 999 | |c 10880 |d 10880 | ||