Services marketing : an interactive approach /
Fisk, Raymond P.,
Services marketing : an interactive approach / Raymond P. Fisk, Stephen J. Grove, Joby John. - Fourth edition. - Australia : South-Western Cengage Learning, [2014] - xxiii, 261 pages : illustrations (black and white) ; 26 cm
Previous edition: published as Interactive services marketing. Boston: Houghton Mifflin, 2008.
Includes bibliographical references and index.
Part one.Foundations of services marketing -- 1.Understanding services marketing -- 2.Frameworks for managing the customers\'s experience -- 3.Plugging into the information age -- Part two.Creating the interactive experience -- 4.Planning and producing the service performance -- 5.Designing the service setting -- 6.Leverage the people factor -- 7.Managing the customer mix -- Part three.Promising the interactive service experience -- 8.Setting a price for the service rendered -- 9.Promoting the interactive service experience -- Part four.Delivering and ensuring a successful customer experience -- 10.Building customer loyalty through service quality -- 11.Regaining customer confidence through customer service and service recovery -- 12.Researching service success and failure -- Part five.Management issues in services marketing -- 13.Developing marketing strategies for success -- 14.Coping with fluctuating demand for services -- 15.Thinking globally: It\'s a small world after all,
'Interactive Services Marketing' covers the essentials of services marketing with particular emphasis on the theater model and the impact of technology. The text features a dynamic approach to human interactions - both in face-to-face communication and in connections through technology.
9781285057132 (pbk.) : �43.99 9781285057132 (hbk.) : �43.99 1285057139 1285057139 �156.00
Service industries--Marketing
Service industries--Management
Business and Management.
Teaching skills & techniques
Sales & marketing
HD9980.5 / .F544 2014
658.8 FIS
Services marketing : an interactive approach / Raymond P. Fisk, Stephen J. Grove, Joby John. - Fourth edition. - Australia : South-Western Cengage Learning, [2014] - xxiii, 261 pages : illustrations (black and white) ; 26 cm
Previous edition: published as Interactive services marketing. Boston: Houghton Mifflin, 2008.
Includes bibliographical references and index.
Part one.Foundations of services marketing -- 1.Understanding services marketing -- 2.Frameworks for managing the customers\'s experience -- 3.Plugging into the information age -- Part two.Creating the interactive experience -- 4.Planning and producing the service performance -- 5.Designing the service setting -- 6.Leverage the people factor -- 7.Managing the customer mix -- Part three.Promising the interactive service experience -- 8.Setting a price for the service rendered -- 9.Promoting the interactive service experience -- Part four.Delivering and ensuring a successful customer experience -- 10.Building customer loyalty through service quality -- 11.Regaining customer confidence through customer service and service recovery -- 12.Researching service success and failure -- Part five.Management issues in services marketing -- 13.Developing marketing strategies for success -- 14.Coping with fluctuating demand for services -- 15.Thinking globally: It\'s a small world after all,
'Interactive Services Marketing' covers the essentials of services marketing with particular emphasis on the theater model and the impact of technology. The text features a dynamic approach to human interactions - both in face-to-face communication and in connections through technology.
9781285057132 (pbk.) : �43.99 9781285057132 (hbk.) : �43.99 1285057139 1285057139 �156.00
Service industries--Marketing
Service industries--Management
Business and Management.
Teaching skills & techniques
Sales & marketing
HD9980.5 / .F544 2014
658.8 FIS