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Services marketing : an interactive approach / Raymond P. Fisk, Stephen J. Grove, Joby John.

By: Contributor(s): Material type: TextTextPublication details: Australia : South-Western Cengage Learning, [2014]Edition: Fourth editionDescription: xxiii, 261 pages : illustrations (black and white) ; 26 cmISBN:
  • 9781285057132 (pbk.) :
  • 9781285057132 (hbk.) :
  • 1285057139
  • 1285057139
Uniform titles:
  • Interactive services marketing
Subject(s): DDC classification:
  • 658.8 FIS
LOC classification:
  • HD9980.5 .F544 2014
Contents:
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,
Summary: '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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 FIS (Browse shelf(Opens below)) 1 Available 217709
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 FIS (Browse shelf(Opens below)) 1 Available 217711
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 FIS (Browse shelf(Opens below)) 1 Available 217710
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 FIS (Browse shelf(Opens below)) 1 Available 217708

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.

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