Interactive services marketing

By:

Fisk, Raymond P.; Grove, Stephen J.; John, Joby

Material type: Text

TextPublication details: Boston Houghton Mifflin Company 2008Edition: 3 rd EdDescription: 276 p. 25 cm ; PbkISBN:

9780618641802

Subject(s):

Service industries--Management Service industries--Marketing Service Marketing

DDC classification:

658.8 MIS

Contents:

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

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.872 MIL (Browse shelf(Opens below))	Available		B2168

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.

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