Services marketing an interactive approach - Fisk, Raymond P.; Grove, Stephen J. (Stephen John) 1950-; John, Joby 1957- (Australia South-Western/Cengage Learning, 2014)
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."
Previous ed.: Boston, Mass.: Houghton Mifflin, 2008.
Includes bibliographical references and indexes.
Keywords: Interactive marketing; Service industries -- Marketing; Service industries -- Management