Interactive services marketing / Raymond P. Fisk, Stephen J. Grove, Joby John.
Material type: TextPublication details: Boston, Mass. : Houghton Mifflin, c2008.Edition: 3rd edDescription: xxiv, 276 p. : ill. ; 26 cmISBN:- 9780618641802 (pbk.) :
- 9780618641802 (pbk.)
- 658.8 FIS
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 | 223214 |
Previous ed.: 2003.
Includes bibliographical references and index.
Part one.Foundations of services marketing -- 1.Understanding services marketing -- 2.Frameworks for managing the customer'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 settings -- 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.Buidling 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".