TY  - BOOK
AU  - Fisk, Raymond P.; Grove, Stephen J.; John, Joby
TI  - Interactive services marketing
SN  - 9780618641802
U1  - 658.8 MIS 
PY  - 2008///
CY  - Boston
PB  - Houghton Mifflin Company
KW  - Service industries--Management
KW  - Service industries--Marketing
KW  - Service Marketing
N1  - 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

N2  - 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
ER  -