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Services Marketing, 1e

Author: K. Douglas Hoffman,John E.G. Bateson
Publication date: November 25 2011
Publisher: Cengage Learning
ISBN: 9781844808137
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Product Description

This new international edition of Services Marketing provides an up-to-date and comprehensive overview of the services marketing industry focusing strongly on customer satisfaction, service quality and customer service. Building on the seminal work of Hoffman and Bateson, the authors provide an excellent combination of real-world case studies and service marketing theory ideal for students and practitioners alike.

Features

* New chapters on Market Research, Customer Relationship Management and Future Trends
* A wide-range of contemporary European-based examples fully incorporated into global, B2B and e- services in action boxes
* A wide range of new international case studies cross-referenced in each relevant chapter
* Wider coverage of service industry sectors, small and medium-sized enterprises and public and not-for-profit organizations
* A new chapter covering future trends and issues reflecting both changes in industry practice and academic research focus
* Website resources include: web links, additional cases, student quizzes and PowerPoint slides.
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