Essentials of services marketing : concepts, strategies and cases/

Hoffman, Douglas K.,

Essentials of services marketing : concepts, strategies and cases/ Douglas K. Hoffman and John E.G. Bateson - Second edition - xxi, 569 pages : illustrations, charts ; 24 cm

Includes index

The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base

9780030288920


Service industries--Marketing--Management
Service industries--Marketing
Sales & marketing