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Interactive Services Marketing,9780618641802
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Interactive Services Marketing

by ; ;
Edition:
3rd
ISBN13:

9780618641802

ISBN10:
0618641807
Format:
Hardcover
Pub. Date:
8/14/2007
Publisher(s):
Cengage Learning
List Price: $242.99

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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 and in connections through technology. The Third Edition focuses on interactions in service environments. The 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.

Table of Contents

Foundationsof Services Marketing Vignette: The Weather Channel: The Public's Eye on the Sky
Understanding Services
Marketing Definition of Services
How Does Services Marketing
Differ from Physical Goods Marketing?
Characteristics of Services
Classifications of Services
Overview of Book
Service Industry to Be Measured by New Indicator
Peace of Mind for You and Your Pets
Personalized Department Store Services
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
The Emotional Side of Services
It Used to Be Easier
Call-a-Bike: The Invisible System Makes
This Service Possible
Magic Castle: A Unique Service Experience
Taking the Show on the Road
A Canadian Dental Experience
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
eBay
Drop-Off Stores: One of 13
Hot Businesses for 2005
Video Games
Dominate Entertainment Services Media
ChoicePoint Loses
Your Identity: Theft on the Internet
Creating the Interactive
Experience Vignette: Louvre Museum
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
Copying
Practices from Fast-Food Restaurants and Retailers
Gives a Small Bank a Massive Competitive
Advantage
Self-Service
Technology Gains Popularity
Medical Theater
Designing the Service Setting
What Is a Service Setting?
Key Considerations in Designing the Service Setting
The Service Setting as a Marketing Tool
Cyberspace as a Service Setting
Minimundus--Die Kleine
Welt am W?rthersee
(The Little World on Lake Worth)
A Premium Evening at the Ballpark
High-End
Restrooms Offer Artistic Relief
Leveraging the People Factor Service
Employees and Their Behavior
Empowering Service Employees
The Need for Service Improvisation
The Emotional Side of Services
Costuming Service
Employees Maximizing Service
Employee Productivity
It's All an Act for the Doctors
The Struggle of Dealing with Employee Turnover
What Service Organizations
Can Learn from Stanislavsky
This Service Goes to the Dogs
Managing the Customer Mix Service
Customers and Their Behavior
Customer-to-Customer Interactions
Customer-to-Employee Interactions
Selecting and Training Customers
Managing Customer Rage
Mardi Gras: New Orleans Knows
How to Laissez Le Bon Temps Rouler
Silence at 35,000 Feet
Banning
Teenagers in Shopping Malls
Promising the Interactive Service
Experience Vignette: The Windsor
Court Hotel: What Price Excellence?
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
If Airlines Sold Paint
Airlines' Price
Unbundling: Charging for Meals
What Is a Picture Worth?
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
Citibank Brings
Sumo Wrestlers to New York
Jackson Hewitt
Ties Game to NASCAR
Humorous Service
Organization Slogans
"...Would You Like to Supersize That?"
Delivering and Ensuring a Successful
Customer Experience Vignette: "Shoppertaintment"
Creating and Delivering the Customer Experience
Building Customer Loyalty
Through Service Quality
What Is Service Quality?
How Customers Evaluate Service Quality
Why and When to Guarantee a Service
What Makes an Extraordinary Service Guarantee?
How to Design a Service Guarantee
Ritz-Carlton Hotels: Two-Time
Malcolm Baldrige Award Winner
Using Technology to Reduce
Human Error in Health Care Services
Quality Improvement by Rating
Child Care Services Taking the Show on the Road: Toyota Norway
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
Planning for Customer Service:
Improvisation Training at Aer Arann
An Airline Passenger's
Nightmare
Are All Customers Worth Recovering?
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
AOL Releases
Web-Search Data of 650,000 Users
Going Retail with Market
Research
Health Care
Taps "Mystery Shoppers": To Improve Service, Hospitals and Doctors
Hire Spies to Pose as Patients and Report
Back Taking the Show on the Road: Richer Sounds
ManagementIssues in Services
Marketing Vignette
Offshoring Services
TATA Consultancy Services
Developing Marketing Strategies for Services
Overview of Marketing Strategy in Service
Organizations Scanning the Environment
Planning the Services Marketing
Strategy Positioning and Service Segmentation
Marketing Mix Strategy Strategic
Challenges for Services Service
Strategies for Competitive Advantage
Stones from Bones
Green Marketing
Issues in the Service Sector
Choosing a Name for the Service
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 Maximum Versus Optimum Capacity
Italians' Love for August
Vacations Gets in the Way of Business
The Peachtree Road Race: Atlanta Puts
Its Best Foot Forward
Pizza--It's
Not Just for Breakfast Anymore
Thinking Globally: "It's a Small World
After All" Services and Culture
Global Trade in Services
Entry Strategies for Global Service Markets
Standardization Versus Adaptation of Global Services
Multilingual Service Systems Technology and Global Services
Wal-Mart Creates
Retail Upheaval in Japan and Germany
Offshoring: From Call Centers to Debt Collection
Services
Burger King
Worldwide Taking the Show on the Road: The Internet
Comes to the Service of Farmers in India
Appendix: Careers in Services
Glossary Name Index
Organization Index
Subject Index
Table of Contents provided by Publisher. All Rights Reserved.


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