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Services Marketing: An Interactive Approach

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I. FOUNDATIONS OF SERVICES MARKETING.
1. Understanding Services Marketing.
2. Frameworks for Managing the Customer's Experience.
3. Plugging into the Information Age.
II. CREATING THE INTERACTIVE EXPERIENCE.
4. Planning and Producing the Service Performance.
5. Designing the Service Setting.
6. Leveraging the People Factor.
7. Managing the Customer Mix.
III. PROMISING THE INTERACTIVE SERVICE EXPERIENCE.
8. Setting a Price for the Service Rendered.
9. Promoting the Interactive Service Experience.
10. Building Customer Loyalty Through Service Quality.
11. Regaining Customer Confidence Through Customer Service and Service Recovery.
12. Researching Service Success and Failure.
V. MANAGEMENT ISSUES IN SERVICES MARKETING.
13. Developing Marketing Strategies for Services.
14. Coping with Fluctuating Demand for Services.
15. Thinking Globally: It's a Small World After All".

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Availability

5555131079

658.8 FIS s

Pusat (Sirkulasi)

Available

Detail Information

Series Title

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Call Number

658.8 FIS s

Publisher

Florence : Cengage Learning., 2014

Collation

xxiii, 261p., Illust., Index. 20 x 25.5 cm

Language

English

ISBN/ISSN

978-1-285-19390-8

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

4

Subject(s)

SERVICES INDUSTRIES - MANAGEMENT
SERVICES INDUSTRIES - MARKETING

Specific Detail Info

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Statement of Responsibility

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