Bateson and Hoffmans "Services Marketing, 4e, International Edition" examines the use of services marketing as a competitive tool from a uniquely broad perspective. The text explores services marketing not only as an essential focus for service firms, but also as a source of competitive advantage for companies that market tangible products. As a result, real-world examples throughout the text feature a wide array of businesses representing a variety of industries both within and beyond the nine service economy supersectors: education and health services, financial activities, government, information, leisure and hospitality, professional and business services, transportation and utilities, wholesale and retail trade, and other services. The Fourth Edition of this proven text draws on cutting-edge data to cover important current issues such as business-to-business services, technology, and the global market, giving students valuable insights and skills to help them succeed in todays business environment.
The text also maintains its popular, reader-friendly style and the streamlined structure that makes it perfect for courses of all types within both semester and quarter schedules.
PART I: AN OVERVIEW OF SERVICES MARKETING (THE ESSENTIALS OF SERVICES MARKETING: INSIDE THE BOX) 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 (DEVELOPING EFFECTIVE SERVICES MARKETING STRATEGIES) 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: IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES (ASSESSING AND IMPROVING THE SERVICE EXPERIENCE) 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 & Retention 15: Pulling the Pieces Together: Creating a World Class Service Culture.