Services Marketing. Raymond P. Fisk

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9781285193908: Services Marketing. Raymond P. Fisk

Interactive Services Marketing, 4e, International Edition 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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About the Author:

Raymond P. Fisk (B.S., M.B.A., and Ph.D. from Arizona State University) is Professor and Chair, Department of Marketing at Texas State University-San Marcos. His research focuses on services marketing and service design. He has published in the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Service Management, European Journal of Marketing, Service Industries Journal, Journal of Health Care Marketing, and others. His books include: Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts, Marketing Theory: Distinguished Contributions, Services Marketing: An Annotated Bibliography, and Interactive Services Marketing, 3rd Ed. Stephen J. Grove (B.A, M.A, Texas Christian University; Ph.D., Oklahoma State University) is Professor of Marketing at Clemson University. He has published in the Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Services Research, Journal of Public Policy and Marketing, Journal of Advertising, Journal of Advertising Research, Journal of Current Issues and Research in Advertising, Journal of Macromarketing, Journal of Business Research, Journal of Personal Selling and Sales Management, The Service Industries Journal, European Journal of Marketing, Journal of Services Marketing, Managing Service Quality, and others. His books include: Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts, and Interactive Services Marketing, 3rd Ed. Joby John is Professor of Marketing and Dean of the B.I. Moody III College of Business Administration at the University of Louisiana, Lafayette. He earned his B.S. from Birla Institute of Technology and Science, India, his M.B.A. from Madras University, India, and his Ph.D. from Oklahoma State University. He is a former marketing officer at Pfizer (India) and ITC (BAT, India). He has taught or guest lectured in several countries, including Australia, Chile, Colombia, Estonia, Finland, India, Spain, and Sweden. Dr. John's primary teaching, research, and consulting are in the areas of services marketing, customer-focused management, and cross-cultural issues in marketing. Dr. John has published in the European Journal of Marketing, Health Care Management Review, International Marketing Review, Journal of Consumer Marketing, Journal of Health Care Marketing, Journal of Services Marketing, Managing Service Quality, Psychological Reports, The Service Industries Journal and several other academic journals. Dr. John published Services Marketing Self-Portraits: Introspections, Reflections, and Glimpses from the Experts. He is a past Chair of the AMA's Services Marketing Special Interest Group and a past President of the AMA's Boston Chapter. Dr. John has served on the Board of Directors of the Greater Lafayette Chamber of Commerce, and is currently serving on the Board of Trustees of the Lafayette General Medical Center.

Review:

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". Appendix: Careers in Services. Glossary. Name Index. Organization Index. Subject Index.

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Book Description Cengage Learning, Inc, United States, 2016. Paperback. Book Condition: New. 4th edition. Language: English . Brand New Book. Interactive Services Marketing, 4e, International Edition 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. Bookseller Inventory # AAQ9781285193908

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