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

By: Fisk, Raymond P.
Contributor(s): Grove, Stephen J | John, Joby.
Mason, Ohio ; Andover, Massachusetts : South-Western/Cengage Learning, ©2014Edition: Fourth edition.Description: xxiii, 261 p. : ill. ; 25 cm.Content type: text ISBN: 1285193903; 9781285193908; 9781285057132; 1285057139 .Subject(s): Service industries -- Marketing | Service industries -- ManagementDDC classification: 338.4 F54 2014 Other classification: CBA
Contents:
FOUNDATIONS OF SERVICES MARKETING. 1. Understanding Services Marketing. 2. Frameworks for Managing the Customer's Experience. 3. Plugging into the Information Age. II. 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. III. PROMISING THE INTERACTIVE SERVICE EXPERIENCE. 8. Setting a Price for the Service Rendered. 9. Promoting the Interactive Service Experience. 10. Building Customer Loyalty Through Service Quality. 11. Regaining Customer Confidence Through Customer Service and Service Recovery. 12. Researching Service Success and Failure. V. MANAGEMENT ISSUES IN SERVICES 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. Glossary. Name Index. Organization Index. Subject Index.
Summary: Covers the essentials of services marketing - with particular emphasis on the theater model and the impact of technology. This text features a dynamic approach to human interactions - both in face-to-face communication and in connections through technology. It focuses on interactions in service environments
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Formerly CIP. Previous edition: Boston, Mass.: Houghton Mifflin, 2008.

Includes index.

FOUNDATIONS OF SERVICES MARKETING. 1. Understanding Services Marketing. 2. Frameworks for Managing the Customer's Experience. 3. Plugging into the Information Age. II. 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. III. PROMISING THE INTERACTIVE SERVICE EXPERIENCE. 8. Setting a Price for the Service Rendered. 9. Promoting the Interactive Service Experience. 10. Building Customer Loyalty Through Service Quality. 11. Regaining Customer Confidence Through Customer Service and Service Recovery. 12. Researching Service Success and Failure. V. MANAGEMENT ISSUES IN SERVICES 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. Glossary. Name Index. Organization Index. Subject Index.

Covers the essentials of services marketing - with particular emphasis on the theater model and the impact of technology. This text features a dynamic approach to human interactions - both in face-to-face communication and in connections through technology. It focuses on interactions in service environments

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management

Text in English

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