目录 Preface VPART1 l AN OVERVIEW OF SERVICES MARKETINGChapter 1An Introduction to ServicesWhat IS a Service?Framing the Service Experience：The Servuction ModelWhy Study Services?The Services Revolution：A Change In PerspectiveSummaryChapter 2 Fundamental Differences Between Goods and ServicesIntangibility：The Mother Of All Unique DifferencesInseparabilityHeterogeneityPerishabilitySummarVChapter 3 An Overview of the Services SectorWhat lS The Service Economy?Service Classification Schemes：What Can Service Industries Learn From One Another?Service Economy Growth：Key Influences and ConcernsPredicted Keys of Success Within The Service SectorSummaryChapter 4 The Consumer Decision Process in Services MarketingThe Consumer Decision Process：An OverviewSpecial Considerations Pertaining to ServicesSummaryChapter 5 EthicaI Issues in Services MarketingWhat Are Ethics?The Opportunity For Ethical MisconductIn Services MarketingMethods For Ethical Decision MakingIssues That Create EthicaI ConflictFactors That Influence EthicaI Decision MakingThe Effects of EthicaI MisconductControlling EthicaI Decision MakingSummaryPART 2 SERVICE STRATEGY：MANAGING THE SERVICE EXPERIENCEChapter 6 Service Delivery ProcessStages of Operational COmDetitivenessMa rketing And Operations：Balance Is CriticalIn A Perfect World，Service Firms Would Be EfficientApplying The Efficiency Models To Service FirmsThe Art Of BlueprintingSummaryChapter 7 The Pricing of ServicesPerception Of ValueSpecial Considerations Of Service PricingEmerging Service Pricing StrategiesSummaryChapter 8 Developing the Service Communications MixDeveloping A Communications Strategy：The BasicsThe C0mmunjcations Mix As It RelatesTo Consumer Behavior C0nsideratiOnsSpecial Problems OfThe Service COmmunications MixGeneral Guidelines For DevelopingService CommunicationsSpecial Considerations Of Professional Service ProvidersC0mmunicatiOns Tips For ProfessionalsSummaryChapter 9 Managing the Firm's Physical EvidenceThe Strategic Role Of Physical EvidenceChapter 1 0 People Issues：Managing Service EmployeesChapter 1 1 People Issues：Managing Service CustomersPART 3 l ASSESSING AND IMPROVING SERVICE DELIVERYChapter 1 2 Defining and Measuring Customer SatisfactionChapter 1 3 Defining and Measuring Service QualityChapter 1 4Service Failures and Recovery StrategiesChapter 1 5Customer RetentionChapter 1 6 Putting the Pieces TogetherCreating the Seamless Service FirmPART 4 CASES 作者介绍 K．Douglas Hoffman，美国科罗拉多州立大学营销学教授，曾获教学奖，主要教学与研究兴趣在服务营销领域。他分别在密西西比州立大学、北卡罗来纳大学和科罗拉多州立大学首先开设服务营销课程。他曾在JournalofRetailing、JournalofBusinessResearch等知名学术期刊上发表过多篇论文。John E．G．Bateson，英国伦敦商学院营销学副教授．他于哈佛商学院获得营销学博士学位．曾在JournalofMarketing、JournalofRetailing等知名学术期刊上发表过大量有关服务营销的文章。还在服务营销领域提供广泛的咨询服务。 序言
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