Services Marketing , 4/e (IE-Paperback)

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  • 出版商: South-Western, Div of Thomson Learning
  • 出版日期:
  • 售價: $1,080
  • 貴賓價: 9.8$1,058
  • 語言: 英文
  • 頁數: 488
  • 裝訂: Paperback
  • ISBN: 0538476451
  • ISBN-13: 9780538476454

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商品描述

<本書特色>

 

  • Ten review questions follow each chapter to help students revisit key concepts, reinforce their understanding and application of the chapter content, and prepare for class assignments and exams. Answers to the review questions are provided in the Instructor's Manual.

  • Each chapter concludes with a brief, engaging, and informative case that further illustrates and extends the concepts developed in the chapter by exploring their relevance to real-world companies and industries. Additional material on the end-of-chapter cases is provided in the Instructor’s Manual.

  • Key terms within each chapter are highlighted in the text and defined in the adjacent margin, while a glossary at the end of the chapter collects all terms and definitions in a convenient list for easy review and reference.

  • Every chapter opens with a managerially oriented, thought-provoking quote that pertains to chapter content and sets an immediate practical tone. Examples include "Washrooms will always tell if your company cares about its customers," and "The bitterness of poor quality is remembered long after the sweetness of low price has faded from memory."

  • <章節目錄>

    Part I: AN OVERVIEW OF SERVICES MARKETING.
    1. Understanding the Service Experience.
    2. Traditional Service Supersectors and Ethical Considerations.
    3. Unique Discrepancies between Goods and Services.
    4. Consumer Decision Making in Services Marketing.

    Part II: THE TACTICAL SERVICES MARKETING MIX.
    5. Focus on Service Processes.
    6. Considerations for Services Pricing.
    7. Effective Service Promotions.
    8. Managing the Servicescape and Other Physical Evidence.
    9. People as Strategy: Managing Service Personnel.
    10. People as Strategy: Managing Service Consumers.

    Part III: ASSESSING AND IMPROVING SERVICE DELIVERY.
    11. The Essentials of Customer Satisfaction Measurement.
    12. Service Quality: Identifying and Rectifying the Gaps.
    13. Managing Service Failures and Implementing Effective Recovery Strategies.
    14. Strategies for Facilitating Customer Loyalty and Retention.
    15. Pulling the Pieces Together: Creating a World- Class Service Culture