Title:
Services marketing : an interactive approach
Author:
Fisk, Raymond P.
ISBN:
9781285057132
9781285193908
Personal Author:
Edition:
4th ed.
Publication Information:
Mason, Ohio : South-Western ; Andover : Cengage Learning [distributor], 2014.
Physical Description:
xxiii, 261 p. : ill. ; 26 cm.
General Note:
Previous ed.: Boston, Mass.: Houghton Mifflin, 2008.
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."