About this product

Product Identifiers

PublisherCengage Learning

ISBN-100395769167

ISBN-139780395769164

eBay Product ID (ePID)1867132

Product Key Features

Book TitleInteractive Services Marketing

Number of Pages250 Pages

LanguageEnglish

TopicIndustries / Service, General

Publication Year1999

IllustratorYes

GenreBusiness & Economics

AuthorJoby John, Stephen J. Grove, Raymond P. Fisk

FormatBook, Other

Dimensions

Item Height0.5 in

Item Weight17.3 Oz

Item Length10 in

Item Width8 in

Additional Product Features

Intended AudienceYoung Adult Audience

LCCN99-072007

Dewey Edition22

Dewey Decimal658.8

Table Of ContentContents I. Foundations of Services Marketing 1. Grasping the Uniqueness of Services Marketing Definition and Characteristics of Services Classifications of Services How Is Service Marketing Different from Physical Goods Marketing? How Do Services as a Product Differ from Facilitating Services? The External Services Environment Overview of Book 2. Frameworks for Managing the Customer's Experience Components of the Service Experience Framing the Service Experience Comparing Service Experience Frameworks 3. Plugging into the Information Age Empowering Employees Through Technology Technology: The Customers' Servant Bridging the Distance—Teleservices Merging and Bundling Technologies Capturing Customer Information Challenges of Using Technology to Manage Customer Interfaces II. Management Issues in Services Marketing 4. Developing Marketing Strategies for Services The Nature of Marketing Strategy in Service Organizations Scanning the Environment and Creating the Services Marketing Strategy Positioning and Service Segmentation Services Marketing Mix Strategy Strategy Challenges for Services Innovative Service Strategies 5. Planning the Service Performances The Service Performance Devising the Service Performance Through Script Development Devising the Service Performance Through Blueprinting Customizing the Service Performance Supplementing the Basic Service Performance Differentiating the Service Performance 6. Coping with Fluctuating Demand for Services Why Is Services Demand a Problem? What Can Be Done to Balance Service Capacity and Demand? III. Creating Value 7. Leveraging the People Factor Service Employees and Their Behavior Empowerment Deciding on Costuming Needs Maximizing Employee Productivity 8. Designing the Service Setting What Is a Service Setting? Key Considerations in Designing the Service Setting The Physical Setting as a Services Marketing Tool Cyberspace as a Service Setting 9. Managing the Customer Mix Service Customers and Their Behavior Customer-to-Customer Interactions Customer-to-Employee Interactions Selecting and Training the Customers IV. Pricing and Promoting the Service Performance 10. Setting a Price for the Service Rendered Why Do Service Prices Vary? Pricing Objectives The Relationship Between Service Price and Value Calculating Service Costs Price Bundling and Other Strategies 11. Promoting a Product the Customer Cannot See Marketing Communications and Services The Promotional Mix Advertising the Service Sales Promotions and Services Personal Selling and Publicity of Services Promoting Services on the Internet Services and Integrated Marketing Communications V. Ensuring a Positive Customer Experience 12. Delivering Service Quality and Guaranteeing Services What Is Service Quality? How Customers Evaluate Service Quality Why and When to Guarantee a Service How to Design a Service Guarantee What Makes an Extraordinary Service Guarantee? 13. Regaining Customer Confidence Through Customer Service and Service Recovery Customer Service Customer Service as a Strategic Function Developing a Customer Service Culture The Need for Service Recovery The Steps to Service Recovery The Hidden Benefits of Service Recovery 14. Studying Service Success and Failure Why Is Studying Service Success and Failure Necessary? Why Is Service Success So Difficult to Achieve? Some Research Methods for Services Management Uses of Service Measurement VI. Expanding the Service Horizons 15. Thinking Globally: "It's a Small World After All" Global Trade in Services Trade Patterns of Services Standardization Versus Adaptation of Global Services Multilingual Service Systems Technology and Global Services Strategies for Global Service Markets 16. Back to the Future: Achieving Service Excellence in the Twenty-First Century Leveraging the People Factor Leveraging the Technology Factor Technology as a Supplementary Service Support Tool The Future of Service Technology Coping with Negative Impacts of Services Technology

Synopsis"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.

LC Classification NumberHD9980.5.F544 2000