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Interactive Services Marketing, 4e 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 Fourth Edition focuses on interactions in service environments. This 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. Available with InfoTrac® Student Collections http://gocengage.com/infotrac.
- All chapters have been revised and updated.
- Material has been rearranged within some chapters to reflect a more logical flow.
- InfoTrac® Student Collections are specialized databases expertly drawn from the Gale Academic One library. Each InfoTrac® Student Collection enhances the student learning experience in the specific course area related to the product. These specialized databases allow access to hundreds of scholarly and popular publications - all reliable sources - including journals, encyclopedias, and academic reports. Learn more and access at: http://gocengage.com/infotrac.
- Includes up-to-date examples of technology, especially with respect to social media.
- Includes updated references, but retains the necessary classics that are considered a primary reference source for given topics.
- All opening vignettes have been either fully updated, or are new to this edition.
- New and updated Spotlights are featured in every chapter.
- The Careers in Services Appendix at the back of the book provides examples of career options in the services industry and resources for additional information.
- 2-3 Spotlight features per chapter engage students with an interesting variety of subjects and scenarios. Examples of new spotlights include theater training for medical doctors, the smart phone mobile cash register, and Barcodes in health care services. Examples include stage actors who help to train doctors, services provided at the Ritz-Carlton, and employees at eBay drop-off stores.
- The theater model places the concept of services in the context of a stage production. This model likens service workers to actors, the customer to the audience, the business organization to the backstage, and the service environment to the stage where the performance unfolds. This student-friendly metaphor describes the service experience in familiar, easy-to-understand terms.
- Part openers explain how section concepts relate to services marketing. Each of these vignettes includes an overview, a model illustrating the organization of the section, and brief chapter outlines. The Third Fourth Edition highlights a variety of organizations and businesses, including The Weather Channel, the Louvre Museum, Windsor Court Hotel, and Jordan's Furniture Apple, The Broadmoor Hotel and IBM – smart planet.
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.