Essentials of Services Marketing

Essentials of Services Marketing

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The primary objective of Essentials of Services Marketing: Concepts, Strategies Cases, 2e is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. The business world now demands, in addition to traditional business knowledge, increasing employee competence in customer satisfaction, service quality, and customer service - skills that are essential in sustaining the existing customer base.Such was the goal of Edward Brennan, chairman of Sears, Roebuck and Company. Under his leadership, market research studies were conducted on customer automotive repair needs. Subsequently, Sears established a preventive anbsp;...

Title:Essentials of Services Marketing
Author:K. Douglas Hoffman, John E. G. Bateson
Publisher:South-Western Pub - 2001


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