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"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 as well as connecting through technology. Concise coverage of content enables instructors to make greater use of the textbook web site, reinforcing the emphasis on technology and allowing students to interact with both the printed text and the online material. Pedagogical tools help students synthesize the material: each part opens with an overview, a new model illustrating the text' s organization, brief chapter outlines, and a vignette highlighting real-world companies such as Noggintoppers (an online hat retailer). Each chapter also features a short paragraph revisiting the vignette, marginal notes defining key terms, a "Summary and Conclusion" section, practice exercises, and new Internet exercises.
Table of Contents
Part I Foundations of Services Marketing
Grasping the Uniqueness of Services Marketing
Frameworks for Managing the Customer's Experience
Plugging into the Information Age
Part II Management Issues In Services Marketing
Developing Marketing Strategies for Services
Planning the Service Performance
Coping with Fluctuating Demand for Services
Part III Creating Value
Leveraging the People Factor
Designing the Service Setting
Managing the Customer Mix
Part IV Pricing and Promoting the Service Performance
Setting a Price for the Service Rendered
Promoting a Product the Customer Cannot See
Part V Ensuring a Positive Customer Experience
Delivering Service Quality and Guaranteeing Services
Regaining Customer Confidence through Customer Service and Service Recovery
Studying Service Success and Failure
Part VI Expanding the Service Horizons
Thinking Globally: ``It's a Small World After All''
Back to the Future: Achieving Service Excellence in the Twenty-First Century