Services marketing / Raymond P. Fisk, ... [et al.].

Includes index.

Bibliography: p. 450-468.

Part 1. Foundations of Services Marketing -- 1. The importance of services marketing -- 2. Frameworks for managing the customer\'s experience -- Part 2. Creating the Experience -- 3. Planning and producing the service performance -- 4. Service provider and customer interaction -- 5. Leveraging the people factor -- 6. Managing the customer mix -- 7. Designing the service setting -- Part 3. Promising the Service Experience -- 8. Creating customer value and setting a price -- 9. Integrated marketing communications for services -- 10. Using information technologies in services marketing -- Part 4. Delivering the Customer Experience -- 11. Delivering service quality and guaranteeing services -- 12. Managing customer service and service recovery -- 13. Monitoring and researching service success and failure -- Part 5. Management Issues in Services Marketing -- 14. Developing marketing strategies for services -- 15. Coping with fluctuating demand for services -- 16. Thinking globally, acting locally.

"Today's fast-paced, competitive business environment poses many challenges and opportunities for marketers. Whether an organisation offers a service as its core product, or provides services that facilitate the marketing of its physical products, sustainable competitive advantages can be obtained by delivering superior customer experiences. With the services sector being the major contributor to the economies of Australia, New Zealand and many other countries in the Asia-Pacific region, a number of interesting questions are raised: How do you ensure service quality? How can technology be leveraged in forming, facilitating and maintaining services interactions? How do you measure service success or failure? What do you do when a service fails to meet a customer\'s expectations? Services Marketing, First Asia Pacific Edition will help you answer these questions, and many more! Its thorough coverage of contemporary services marketing theory is perfectly complemented by a balance of real world examples drawn from both small to medium sized enterprises and multinational corporations operating in the Asia-Pacific region."--Publisher's website.