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Services Marketing 6/e

產品編號:滄海
促銷 團購優惠-滄海 出版社
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超值加購

Services Marketing 6/e

+作者:Hoffman
+年份:2024 年6 版
+ISBN:9780357718308
+書號:MB0739PCA
+規格:平裝/彩色
+頁數:368
+出版商:Cengage
定  價:NT$1380元

【內容】
●UPDATES PROVIDE A TRULY INTERNATIONAL PERSPECTIVE OF GLOBAL SERVICES: The latest internationally based content and special boxed features in every chapter provide a deeper international perspective on service marketing issues as experienced around the world.
●REVISIONS CAREFULLY EXAMINE CHANGING CONSUMER MARKETS: Students discuss how declining birth rates and consumer longevity throughout the world are redefining future growth market opportunities. Students learn how successful service marketers who seek growth opportunities in the future will need to shift their traditional primary focus away from younger generations to older generations, who have their own unique market characteristics.
●MANAGERIALLY RELEVANT CONTENT FOCUSES ON TODAY'S MOST CURRENT ISSUES IN SERVICES MARKETING: Revisions address challenges associated with the pandemic and its subsequent consequences, The Great Resignation, operational challenges, disruptive customers and stressed employees. Extensive revisions balance traditional services marketing concepts and practices with a healthy dose of global, technological and ESG applications. All revisions present current academic research within the context of today’s global market conditions.
●BREADTH OF UPDATED CONTENT CLEARLY DEMONSTRATES HOW SERVICES MARKETERS CAN POSITIVELY IMPACT THE WORLD: With new emphasis on technology, ESG issues and international considerations, this edition is ideal for instructors and students who desire a global perspective. Revisions appeal to those who have a genuine interest in how service marketers can positively impact the well-being of society as a whole.
●REVISIONS PRESENT THE LATEST IN ESERVICES: This edition provides updated technology-based content and boxed features in every chapter. New content highlights trends such as the growth of artificial intelligence and the present and future use of robotics in the provision of services.
●UPDATED CONTENT INTEGRATES THE PROVISION OF SERVICES FROM MARKETING, OPERATIONS AND HUMAN RESOURCE PERSPECTIVES: With its complete and timely treatment of services marketing, this unique book purposely minimizes any overlap with other marketing courses.
●NEW CONTENT EXPLORES SERVICES FOR A BETTER WORLD: Environmental, Societal and Governance (ESG)-based content and boxed features in every chapter highlight how service firms serve a higher purpose and must improve the human condition.

【特色】
●MARGIN AND END-OF-CHAPTER GLOSSARIES CLARIFY INDUSTRY TERMS: Key terms are highlighted in every chapter within the text and clearly defined in the adjacent margin. To assist your student in study, all key terms are presented again at the end of each chapter in order of appearance and are redefined in a convenient end-of-chapter glossary.
●CHAPTER-OPENING QUOTES AND VIGNETTES DIRECT STUDENT ATTENTION TO CHAPTER CONTENT: Every chapter begins with a managerially oriented, thought-provoking quote and engaging vignette. These features set the practical application tone for each chapter.
●END-OF-CHAPTER REVIEW QUESTIONS REINFORCE UNDERSTANDING: Every chapter concludes with constructive review questions that are intentionally written to reinforce students’ comprehension and application of chapter content.
●INSTRUCTORS’ RESOURCES PROVIDE VALUABLE TOOLS FOR PREPARATION AND ASSESSMENT: This edition's updated Instructor's Manual provides chapter outlines, PowerPoint® slides, answers to review questions and cases and an updated test bank to save you time as you prepare for your course and evaluate student progress.
●STREAMLINED 15 CHAPTERS ARE IDEAL FOR MOST SEMESTER OR QUARTER UNIVERSITY SCHEDULES: The authors continue to provide the latest service marketing concepts and practices while revision throughout this integrated service marketing text addresses technological advances, global perspectives, environmental, societal, and governance (ESG) issues and ethical considerations -- all within one book.
●END-OF-CHAPTER CASES ILLUSTRATE, DEEPEN AND EXTEND CHAPTER CONCEPTS: These cases -- purposely brief but rich in application -- represent a variety of service industries and issues. They offer students an opportunity to further internalize services marketing concepts.
●LEARNING OBJECTIVES ESTABLISH THE FRAMEWORK FOR EVERY CHAPTER: You can more efficiently organize class lectures with these helpful learning objectives. Your students can even use the learning objectives to organize class notes as they study for essay-oriented exams.

【目錄】
Part I: AN OVERVIEW OF SERVICES MARKETING.
1. An Introduction to Services.
2. The Fundamental Differences between Goods and Services.
3. Environmental, Societal, and Governance (ESG) and Ethical Issues in Services Marketing.
4. Consumer Behavior in Services Marketing.
Part II: THE TACTICAL SERVICES MARKETING MIX.
5. The Service Delivery Process.
6. The Pricing of Services.
7. Developing the Service Communication Strategy.
8. Managing the Firm’s Physical Evidence.
9. People as Strategy: Managing Service Employees.
10. People as Strategy: Managing Service Customers.
Part III: ASSESSING AND IMPLEMENTING SUCCESSFUL SERVICE STRATEGIES.
11. Defining and Measuring Customer Satisfaction.
12. Defining and Measuring Service Quality.
13. The Art of Service Failure and Recovery Management.
14. Customer Loyalty & Retention.
15. Pulling the Pieces together: Creating a World-Class Service Culture.

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