Title:
Interactive services marketing
Personal Author:
Edition:
2nd ed.
Publication Information:
Boston, Mass. : Houghton Mifflin, 2004
ISBN:
9780618312849
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010207843 | HD9980.5 F574 2004 | Open Access Book | Book | Searching... |
Searching... | 30000010058014 | HD9980.5 F574 2004 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
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.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, and practice exercises.
Table of Contents
| Note: Each chapter includes a Summary and Conclusion, Exercises, Internet Exercise, and References |
| I Foundations of Services Marketing |
| 1 Grasping the Uniqueness of Services Marketing Definition and Characteristics of Services Classifications of Services |
| How Does Service Marketing Differ from Physical Goods Marketing? |
| How Do Services as Products Differ from Facilitating Services? |
| Overview of Book |
| 2 Frameworks for Managing the Customer's Experience Components of the Service Experience |
| Framing the Service Experience Comparing Service Experience Frameworks Raising the Curtain on Services Theater |
| 3 Plugging into the Information Age Services and the Information Age Empowering Employees Through Technology Empowering the Customer Enabling the Interactive Experience Capturing Customer Information Coping with Negative Impacts of Services Technology Challenges of Using Technology to Manage Customer Interfaces |
| II Creating the Interactive Experience |
| 4 Planning and Producing the Service Performance |
| The Service Performance Supplementing the Basic Service Performance |
| Differentiating the Service Performance |
| Customizing the Service Performance |
| Scripting the Service Performance |
| Blueprinting the Service Performance |
| The Internet and Service Performances |
| 5 Designing the Service Setting |
| What Is a Service Setting? |
| Key Considerations in Designing the Service Setting |
| The Services Setting as a Marketing |
| Tool Cyberspace as a Service Setting |
| 6 Leveraging the People Factor Service |
| Employees and Their Behavior Empowering Service Employees |
| Costuming Service Employees Maximizing Service Employee Productivity |
| 7 Managing the Customer Mix Service Customers and Their behavior |
| Customer-to-Customer Interactions Customer-to-Employee |
| Interactions Selecting and Training |
| Customers Managing Customer Rage |
| III Promising the Interactive Service Experience |
| 8 Setting a Price for the Service Rendered |
| Why Do Services Prices Vary? |
| Yield Management in Services Pricing Objectives and Approaches |
| The Relationship Between Service Price and Value |
| Calculating Service Costs Price Bundling |
| Additional Pricing Considerations |
| 9 Promoting the Interactive Service Experience |
| Services and Integrated Marketing Communications |
| Marketing Communications and Services |
| The Promotional Mix Advertising the Service Sales |
| Promotions and Services Personal Selling and Services |
| Publicity and Services Promoting Services on the Internet |
| IV Delivering and Ensuring a Successful Customer Experience |
| 10 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? |
| 11 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 |
| Steps to Service Recovery |
| Hidden Benefits of Service Recovery |
| 12 Researching Service Success and Failure |
| Why Is Researching Service Success and Failure Necessary? |
| Why Is Service Success So Difficult to Achieve? |
| Research Methods for Services Creating a Service Quality Information System |
| V Management Issues in Services Marketing |
| 13 Developing Marketing Strategies for Services |
| Overview of Marketing Strategy in Service |
| Organizations Scanning the Environment Planning the Services |
| Marketing Strategy Positioning and Segmentation |
| Marketing Mix Strategies Strategic |
| Challenges for Services |
| Service Strategies for Competitive Advantage |
| 14 Coping with Fluctuating Demand for Services |
| Why Is Services Demand a Problem? |
| The Nature of Service Demand Chasing Demand with Service |
| Capacity Smoothing Demand to Fill Service Capacity |
| 15 Thinking Globally: "It's a Small World After All" |
| Services and Culture Global Trade in Services |
| Export Patterns of Services |
| Entry Strategies for Global Service |
| Markets Standardization versus |
| Adaptation of Global Services |
| Multilingual Service Systems Technology and Global Services |
| Appendix: Careers in Services |
| Glossary Name |
| Index Organization |
| Index Subject |
| Index |
