TY  - BOOK
AU  - Fisk,Raymond P.
AU  - Grove,Stephen J.
AU  - John,Joby
TI  - Services marketing: an interactive approach
SN  - 9781285193908 (pbk.) :
AV  - HD9980.5 .F544 2013
U1  - 658.8 FIS 
PY  - 2014///
CY  - Mason, Ohio, Andover
PB  - South-Western, Cengage Learning [distributor]
KW  - Service industries
KW  - Marketing
KW  - Management
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing
KW  - thema
N1  - Includes bibliographical references and index; Part one.Foundations of services marketing -- 1.Understanding services marketing -- 2.Frameworks for managing the customer\'s experience -- 3.Plugginginto the information age -- Part two.Creating the interactive experience -- 4.Planning and producing the service performance -- 5.Designing the service setting -- 6.Leveraging 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 service marketing -- 13.Developing marketing strategies for services -- 14.Coping with fluctuating demand for services -- 15.Thinking globally: it\'s a small world after all -- Appendix.Careers in services
N2  - '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
ER  -