Services Marketing Interactive Approach
4th Edition
Published on 12. February 2013
Book
Hardback
320 pages
978-1-285-05713-2 (ISBN)
Description
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. The Third Edition focuses on interactions in service environments. The concise text is fully supported by a robust web site, enabling instructors to reinforce the emphasis on technology and allowing students to interact with both the printed text and online material. Pedagogical tools include chapter-opening vignettes, margin notes, end-of-chapter summaries and conclusions, exercises, and Internet activities.
More details
Edition
4th Revised edition
Language
English
Place of publication
Florence
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 251 mm
Width: 201 mm
Thickness: 15 mm
Weight
499 gr
ISBN-13
978-1-285-05713-2 (9781285057132)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Raymond P. Fisk (B.S., M.B.A., and Ph.D. from Arizona State University) is Professor and Chair, Department of Marketing at Texas State University-San Marcos. His research focuses on services marketing and service design. He has published in the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Service Management, European Journal of Marketing, Service Industries Journal, Journal of Health Care Marketing, and others. His books include: Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts, Marketing Theory: Distinguished Contributions, Services Marketing: An Annotated Bibliography, and Interactive Services Marketing, 3rd Ed. Stephen J. Grove (B.A, M.A, Texas Christian University; Ph.D., Oklahoma State University) is Professor of Marketing at Clemson University. He has published in the Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Services Research, Journal of Public Policy and Marketing, Journal of Advertising, Journal of Advertising Research, Journal of Current Issues and Research in Advertising, Journal of Macromarketing, Journal of Business Research, Journal of Personal Selling and Sales Management, The Service Industries Journal, European Journal of Marketing, Journal of Services Marketing, Managing Service Quality, and others. His books include: Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts, and Interactive Services Marketing, 3rd Ed. Joby John (B.S. Pharmacy, Birla Institute of Technology and Science; M.B.A, Madras University, Ph.D. Oklahoma State University) is Professor of Marketing and Dean of B.I. Moody III College of Business Administration at the University of Louisiana at Lafayette. He has published in the European Journal of Marketing, International Marketing Review, Psychological Reports, Journal of Health Care Marketing, Health Care Management Review, Managing Service Quality, The Journal of Services Marketing, The Service Industries Journal and others. His books include: Fundamentals of Customer-Focused Management, Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts, and Interactive Services Marketing, 3rd Ed.
Content
PART I. FOUNDATIONS OF SERVICE MARKETING. 1. Understanding Services Marketing. 2. Frameworks for Managing the Customer's Experience. 3. Plugging into the Information Age. PART 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. PART 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. PART IV. 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.