Service Marketing Essentials: Concepts, Strategies, and Cases (2nd Edition): Concepts, Strategies, and Cases (2nd Edition)

Author: Hoffmann
Publisher:
Publish Date: 2004-02-01
Features: The main purpose of "Essentials of Service Marketing: Concepts, Strategy, and Cases" is to introduce students to the field of service marketing while familiarizing them with specific customer service issues. Today's business world not only requires traditional business knowledge but also demands higher expectations for employees in terms of their ability to enhance customer satisfaction, service quality, and basic skills in customer service to retain the existing customer base. This textbook consists of 16 chapters, 8 short cases, and 9 cases. The reason it is classified as "foundational" is mainly due to two reasons. , for many years, there has been a lack of "true" undergraduate or MBA textbooks on service marketing in the market, and many service marketing instructors have had to rely on their own papers, cases, and video tapes in teaching. The existence of this "foundational textbook" allows teachers to present basic concepts while, when appropriate, incorporating their own materials. Second, since service marketing is a relatively young discipline, it is necessary to establish a framework that all teachers are willing to accept for learning service marketing. Here, this "foundational" textbook provides an easily modifiable initial framework, which was also the case in the second edition.