Services marketing : an interactive approach / Raymond P Fisk; Stephen J Grove; Joby John.
By: Fisk, Raymond P
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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 | Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode |
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Books
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College Library General Circulation Section | GC | GC 338.4 F54 2014 (Browse shelf) | c.1 | Available | 80329 | |
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Books
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College Library General Circulation Section | GC | GC 338.4 F54 2014 (Browse shelf) | c.2 | Available | 81298 |
Browsing College Library Shelves , Shelving location: General Circulation Section , Collection code: GC Close shelf browser
| GC 338.19 B73 2019 Food industry : | GC 338.3718 Aq31 2019 Aquaculture and the environment / | GC 338.3727 F53 2018 Fisheries : | GC 338.4 F54 2014 Services marketing : | GC 338.4 F54 2014 Services marketing : | GC 338.47 W74 2018 Essentials of services marketing / | GC 338.473621 D51 2017 Essentials of health economics / |
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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