The primary objective of (this book) is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The (book first) concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... (It then discusses) topics that concern the management of the service encounter.... (The book also) focuses on customer satisfaction and ...
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The primary objective of (this book) is to provide instructional materials that not only introduce the student to the field of services marketing but also acquaint the student with specific customer service issues.... The (book first) concentrates on defining services marketing and providing the basic concepts that differentiate the marketing of services from the marketing of tangibles.... (It then discusses) topics that concern the management of the service encounter.... (The book also) focuses on customer satisfaction and service quality issues. Methods for tracking service failures and employee recovery efforts as well as customer retention strategies are also presented.... (The book concludes with) nine cases that illustrate the topics discussed throughout the book. -Pref.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. No dust jacket. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 1050grams, ISBN: 9780030152177.
