Services Marketing:Concepts, Strategies, & Cases

by: K. Douglas Hoffman (Author),John E.G. Bateson(Author)

Publisher: Cengage Leaing

Edition: 6th

Publication Date: 2023/3/27

Language: English

Print Length: 448 pages

ISBN-10: 0357718305

ISBN-13: 9780357718308

Book Description

Explore the latest industry trends and issues as you examine services marketing from a unique, broad perspective with SERVICES MARKETING:CONCEPTS, STRATEGIES AND CASES, 6e. Fifteen streamlined chapters present services marketing as both an essential focus for service firms as well as a competitive advantage for companies that market tangible products. The latest examples and interesting end-of-chapter cases address current global issues, such as environmental, societal and goveance (ESG) issues and changing consumer markets. New content introduces you to technological advancements like robotics and artificial intelligence in services marketing and recent challenges, such as the consequences of the pandemic, stressed employees and disruptive customers. You gain valuable insights for business success with this comprehensive, current approach to services marketing and this edition's practical global perspective.

About the Author

Explore the latest industry trends and issues as you examine services marketing from a unique, broad perspective with SERVICES MARKETING:CONCEPTS, STRATEGIES AND CASES, 6e. Fifteen streamlined chapters present services marketing as both an essential focus for service firms as well as a competitive advantage for companies that market tangible products. The latest examples and interesting end-of-chapter cases address current global issues, such as environmental, societal and goveance (ESG) issues and changing consumer markets. New content introduces you to technological advancements like robotics and artificial intelligence in services marketing and recent challenges, such as the consequences of the pandemic, stressed employees and disruptive customers. You gain valuable insights for business success with this comprehensive, current approach to services marketing and this edition's practical global perspective.