Essentials of Services Marketing

Author K. Douglas Hoffman, John E.G. Bateson

Format Hardback I 528 pages

Dimensions 25.4 x 198.1 x 233.7 mm I 1130 g

Publication 29 June 2001

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.