Services marketing : an interactive approach /
Fisk, Raymond P.,
Services marketing : an interactive approach / Raymond P. Fisk, Stephen J. Grove, Joby John. - Fourth edition. International edition. - xxiii, 261 pages : illustrations ; 26 cm
Previous ed.: 2008.
Includes bibliographical references and index.
Understanding services marketing -- Frameworks for managing the customer's experience -- Plugging into the information age -- Planning and producing the service performance -- Designing the service setting -- Leveraging the people factor -- Managing the customer mix -- Setting a price for the service rendered -- Promoting the interactive service experience -- Building customer loyalty through service quality -- Regaining customer confidence through customer service and service recovery -- Researching service success and failure -- Developing marketing strategies for services -- Coping with fluctuating demand for services -- Thinking globally : "it's a small world after all.".
1285193903 9781285193908
Service industries--Marketing.
Service industries--Management.
658.8
Services marketing : an interactive approach / Raymond P. Fisk, Stephen J. Grove, Joby John. - Fourth edition. International edition. - xxiii, 261 pages : illustrations ; 26 cm
Previous ed.: 2008.
Includes bibliographical references and index.
Understanding services marketing -- Frameworks for managing the customer's experience -- Plugging into the information age -- Planning and producing the service performance -- Designing the service setting -- Leveraging the people factor -- Managing the customer mix -- Setting a price for the service rendered -- Promoting the interactive service experience -- Building customer loyalty through service quality -- Regaining customer confidence through customer service and service recovery -- Researching service success and failure -- Developing marketing strategies for services -- Coping with fluctuating demand for services -- Thinking globally : "it's a small world after all.".
1285193903 9781285193908
Service industries--Marketing.
Service industries--Management.
658.8