Services Marketing - Concepts, Strategies, & Cases

"Reflecting the latest trends and issues, Services Marketing: Concepts, Strategies, & Cases 6e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's dynamic service-related market sectors"--

List of contents

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.

About the author

K. Douglas Hoffman (D.B.A., University of Kentucky) is a professor of marketing and University Distinguished Teaching Scholar at Colorado State University. Dr. Hoffman’s teaching experience at the undergraduate and graduate levels spans more than three decades. He has held tenure track positions at Colorado State University, University of North Carolina at Wilmington and Mississippi State University. In addition, Dr. Hoffman has taught as a visiting professor at Helsinki School of Business and Economics (Helsinki, Finland); Institute of Industrial Policy Studies (Seoul, South Korea); Thammasat University (Bangkok, Thailand); Cornell-Nanyang Technological University (Singapore); and Foreign Trade University (Hanoi, Vietnam). He is an accomplished teaching and research scholar in the areas of services marketing and marketing management. His current research and consulting activities primarily focus in the areas of sales/service interface, customer service/satisfaction, service failure and recovery and marketing education. Dr. Hoffman has consulted on marketing strategy issues for firms such as HP Inc., State Farm and Frontier Airlines.John E. G Bateson is a visiting professor of management at the Bayes Business School and is an independent consultant and company chairman. Previously, he served as group chief executive of the SHL Group, the global leader in psychometric testing for jobs. SHL was listed on the London Stock Exchange and taken private by Dr. Bateson in 2006. Dr. Bateson was also a senior vice-president with Gemini Consulting and was a member of the Group Executive Committee of the Cap Gemini Group. He served as an associate professor of marketing at the London Business School, England, and he taught as a visiting associate professor at the Stanford Business School. Prior to teaching, he worked as a brand manager with Lever Brothers and as a marketing manager with Philips. Dr. Bateson holds an undergraduate degree from Imperial College, London; a master's degree from London Business School; and a doctorate in marketing from the Harvard Business School. He has published extensively in today's services marketing literature with articles in journals such as the Journal of Marketing Research, Journal of Retailing, Marketing Science and Journal of Consumer Research. He is also the author of two other leading texts. Dr. Bateson publishes a newsletter: ConsumerAgeism on Substack and is the editor of thebusinessofage.com, a website focusing on the aging consumer. Dr. Bateson was actively involved with the formation of the services division for the American Marketing Association (AMA). He served on the AMA Services Council for four years and has chaired sessions of the AMA Services Marketing Conference.

Summary

Explore the latest industry trends and issues as you examine services marketing from a unique, broad perspective with SERVICES MARKETING: CONCEPTS, STRATEGIES AND CASES, 6e. Fifteen streamlined chapters present services marketing as both an essential focus for service firms as well as a competitive advantage for companies that market tangible products. The latest examples and interesting end-of-chapter cases address current global issues, such as environmental, societal and governance (ESG) issues and changing consumer markets. New content introduces you to technological advancements like robotics and artificial intelligence in services marketing and recent challenges, such as the consequences of the pandemic, stressed employees and disruptive customers. You gain valuable insights for business success with this comprehensive, current approach to services marketing and this edition's practical global perspective.

Product details

• Authors: John Bateson, John E. G. Bateson, Bateson John, K. Hoffman, K. Douglas Hoffman, Hoffman K.
• Publisher: Cengage Learning
• Languages: English
• Product format: Paperback / Softback
• Released: 07.05.2023
• EAN: 9780357718308
• ISBN: 978-0-357-71830-8
• Dimensions: 215 mm x 15 mm x 274 mm
• Weight: 794 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Economics, BUSINESS & ECONOMICS / Economics / General