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

By: Contributor(s): Material type: TextTextPublisher: [South Melbourne, Vic.] : South-Western Cengage Learning, [2014]Copyright date: © 2014Edition: Fourth edition; International editionDescription: xxiii, 261 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1285193903
  • 9781285193908
Subject(s): DDC classification:
  • 658.8 23
Contents:
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.".
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 FIS (Browse shelf(Opens below)) 1 Available A508062B
Book City Campus City Campus Main Collection 658.8 FIS (Browse shelf(Opens below)) 1 Available A508134B
Book City Campus City Campus Main Collection 658.8 FIS (Browse shelf(Opens below)) 1 Available A508135B

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.".

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