Interactive services marketing
Fisk, Raymond P.; Grove, Stephen J.; John, Joby
Interactive services marketing - 3 rd Ed. - Boston Houghton Mifflin Company 2008 - 276 p. 25 cm ; Pbk
USD 266
Part one: Foundations of Services Marketing
Part Two: Creating the interactive experience
Part Three: Promising the interactive service experience
Part Four : Delivering and ensuring a successful customer experience
Part Five : Management Issues in Services Marketing
Interactive Services Marketing covers the essentials of services marketing--with particular emphasis on the theater model and the impact of technology. The text features a dynamic approach to human interactions--both in face-to-face communication and in connections through technology. The Third Edition focuses on interactions in service environments. The concise text is fully supported by a robust web site, enabling instructors to reinforce the emphasis on technology and allowing students to interact with both the printed text and online material. Pedagogical tools include chapter-opening vignettes, margin notes, end-of-chapter summaries and conclusions, exercises, and Internet activities.
9780618641802
Service industries--Management
Service industries--Marketing
Service Marketing
658.8 MIS
Interactive services marketing - 3 rd Ed. - Boston Houghton Mifflin Company 2008 - 276 p. 25 cm ; Pbk
USD 266
Part one: Foundations of Services Marketing
Part Two: Creating the interactive experience
Part Three: Promising the interactive service experience
Part Four : Delivering and ensuring a successful customer experience
Part Five : Management Issues in Services Marketing
Interactive Services Marketing covers the essentials of services marketing--with particular emphasis on the theater model and the impact of technology. The text features a dynamic approach to human interactions--both in face-to-face communication and in connections through technology. The Third Edition focuses on interactions in service environments. The concise text is fully supported by a robust web site, enabling instructors to reinforce the emphasis on technology and allowing students to interact with both the printed text and online material. Pedagogical tools include chapter-opening vignettes, margin notes, end-of-chapter summaries and conclusions, exercises, and Internet activities.
9780618641802
Service industries--Management
Service industries--Marketing
Service Marketing
658.8 MIS