Services Marketing: Concepts, Strategies and Cases
Asia Pacific ed
25 Mar 2010
Cengage Learning Australia
K. Douglas Hoffman
The business world now demands that service marketing organisations pay increasing attention to customer satisfaction, service quality, and customer service. This first Asia-Pacific edition of Services Marketing: Concepts, Strategies and Cases examines the field of services marketing from a managerial perspective and presents a competitive strategy relevant to a broad range of organisations operating within today's service economy. Combining a solid theoretical foundation with practical examples, the importance of business-to-business, global, technological and ethical issues are also highlighted. Specific customer service issues are explored, as well as the skills essential to growing and sustaining a loyal customer base. A set of local and international cases representing a variety of service industries further illustrate services marketing concepts in an Asia-Pacific context. It equips students in the Asia-Pacific region with the knowledge necessary to successfully market a business servicing today's customer focused organisational culture.