Services Marketing: An Interactive Approach

Published: Feb 12, 2013
Abstract
PART I. FOUNDATIONS OF SERVICE MARKETING. 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...
Paper Details
Title
Services Marketing: An Interactive Approach
Published Date
Feb 12, 2013
Journal
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