Services Marketing Concepts Strategies & Cases 6th Edition By K. Douglas Hoffman, John E.G. Bateson
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- 367
- File size
- 10.49 MB
- Format
- Digital PDF
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- Education
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About this ebook
The complete breakdown of parts and topics covered includes:
The textbook is organized into three main sections covering the foundations of services, the tactical marketing mix, and strategic implementation:
- Part I: An Overview of Services Marketing (Chapters 1–4) introduces services, distinguishes them from physical goods, addresses ESG and ethical considerations, and analyzes consumer behavior. [1, 2]
- Part II: The Tactical Services Marketing Mix (Chapters 5–10) covers the service delivery process, pricing strategies, communication, physical evidence, and the strategic management of both employees and customers. [1]
- Part III: Assessing and Implementing Successful Service Strategies (Chapters 11–15) focuses on measuring customer satisfaction and service quality, managing service recovery, building customer loyalty, and fostering a world-class service culture. [1, 2]
Key Global & Modern Themes Integrated Throughout:
- Technological Advancements: Explores the integration of artificial intelligence and robotics in service delivery. [1]
- Modern Workforce & Customer Dynamics: Addresses contemporary challenges such as managing stressed personnel and handling disruptive consumer behavior. [1]
- Tangible Products Advantage: Demonstrates how manufacturers of physical goods can leverage services marketing for competitive advantage. [1]
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10.49 MB
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