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Table of Content: PART I. FOUNDATIONS OF SERVICE MARKETING.
Chap 1. Understanding Services Marketing.
Chap 2. Frameworks for Managing the Customer’s Experience.
Chap 3. Plugging into the Information Age.
PART II. CREATING THE INTERACTIVE EXPERIENCE.
Chap 4. Planning and Producing the Service Performance.
Chap 5. Designing the Service Setting.
Chap 6. Leveraging the People Factor.
Chap 7. Managing the Customer Mix.
PART III. PROMISING THE INTERACTIVE SERVICE EXPERIENCE.
Chap 8. Setting a Price for the Service Rendered.
Chap 9. Promoting the Interactive Service Experience.
Chap 10. Building Customer Loyalty Through Service Quality.
Chap 11. Regaining Customer Confidence Through Customer Service and Service Recovery.
Chap 12. Researching Service Success and Failure.
PART IV. MANAGEMENT ISSUES IN SERVICES MARKETING.
Chap 13. Developing Marketing Strategies for Services.
Chap 14. Coping with Fluctuating Demand for Services.
Chap 15. Thinking Globally: “It’s a Small World After All”.
Product Details: Language: English
ISBN-10: 1285057139
ISBN-13: 978-1285057132
ISBN-13: 9781285057132
Author: Raymond P.Fisk, Stephen J.Grove, Joby John
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