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SERV MRTK INTERACTIVE APPRO

by Fisk/Grove/John

SERV MRTK INTERACTIVE APPRO cover
  • ISBN: 9781285057132
  • ISBN10: 1285057139

SERV MRTK INTERACTIVE APPRO

by Fisk/Grove/John

  • List Price: $249.95
  • Edition: 004
  • Publisher: Cengage
  • Publish date: 02/15/2013
  • ISBN: 9781285057132
  • ISBN10: 1285057139
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Description: PART I. FOUNDATIONS OF SERVICE MARKETING. 1. Understanding Services Marketing. 2. Frameworks for Managing the Customer's Experience. 3. Plugging into the Information Age. PART 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. PART 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. PART IV. 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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