Screen LibraryEssentials of services marketing
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| Main Authors: | |
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| Group Author: | |
| Published: |
Harcourt College Publishers,
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| Publisher Address: | Fort Worth |
| Publication Dates: | c2002. |
| Literature type: | Book |
| Language: | English |
| Edition: | 2nd ed. |
| Series: |
The Dryden Press series in marketing |
| Subjects: | |
| Carrier Form: | xxi, 569 p.: ill. ; 24 cm. |
| ISBN: | 0030288924 |
| Index Number: | F719 |
| CLC: | F719 |
| Call Number: | F719/H699/2nd.ed. |
| Contents: |
A variety of multi-media instructional aids are available to supplement the text. Includes bibliographical references and index. 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; S |