Fisk, Raymond P. <br/><br/>
Interactive services marketing / 
Raymond P. Fisk, Stephen J. Grove, Joby John. 
 - 1st ed. 
 - Boston :  Houghton Mifflin,  c2000. 
 - xix, 250 p. :  ill. ;  26 cm. 
<br/><br/> Includes indexes. 
<br/><br/>Contents: Part 1: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 services 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 
<br/><br/><label>ISBN: </label>0395769167 (pbk.) 
<br/><br/><label>LCCN: </label>99072007  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Service industries--Marketing.<br/>Service industries--Management.
<br/><br/><label>LC Class. No.: </label>HD9980.5  / .F544 2000 
<br/><br/><label>Dewey Class. No.: </label>658.8