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Essentials of Services Marketing

ISBN: 9780030152177 | 0030152178
Edition: 1st
Format: Paperback
Publisher: South-Western College Pub
Pub. Date: 2/6/1997

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Designed especially for the undergraduate, this unique text goes beyond the "common sense" approach to customer service and instead concentrates on 15 core topics (in 15 chapters), giving students a solid understanding of the complex relationships existing between employees, the organization and the customer as they relate to service issues. Hoffman -- who was the 1996 teaching coordinator for the American Marketing Association's Services Marketing Special Interest Group -- introduces students to the field of services marketing, as well as acquaints them with specific customer service issues. Similar in format to retailing texts, the text offers broad, yet in-depth coverage of services marketing topics, going well beyond the material of a principles text and presenting the most current services information available. And, in addition to its use for the undergraduate services course, the text also makes an excellent handbook for such specialty areas as hospitality, health care, leisure/ recreation, and bank marketing, as well as a resource for company training programs in customer service.

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