Essentials of Service Marketing: Concepts, Strategies, and Cases (Second Edition)

Author: (USA) Hoffman
Publisher:
Publish Date: 2004-10-01
Features: A classic translation series in marketing. This book comprehensively introduces various aspects of service marketing, including how to improve service quality and service levels, ensure customer satisfaction, effectively retain existing customers, and actively develop new customers. The integration of theory and practice, as well as the dual analysis of successful experiences and lessons from failures, ensures that readers can gain a deeper understanding of service marketing. This book can not only serve as a textbook or recommended reading material for undergraduate and graduate students in marketing, but it is also an invaluable reference book for employee training or self-study in enterprises.