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Services marketing: an interactive approach/ Raymond P. Fisk.

By: Contributor(s): Material type: TextTextPublication details: Mason, Ohio : South-Western ; Andover : Cengage Learning [distributor], 2014.Edition: 4th ed., International edDescription: 305 p. ; 25 cmContent type:
Media type:
Carrier type:
ISBN:
  • 9781285193908 (pbk.) :
  • 9781285193908
Subject(s): DDC classification:
  • 658.8 FIS
LOC classification:
  • HD9980.5 .F544 2013
Contents:
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.
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
Two Hour Loan TUS: Midlands, Main Library AIT 2 Hour Loan 658.8 FIS (Browse shelf(Opens below)) Available 220472
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 FIS (Browse shelf(Opens below)) 1 Available 223387
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 FIS (Browse shelf(Opens below)) 1 Checked out 09/05/2023 223388

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.

'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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