Product Information

Complete downloadable Test Bank for Services Marketing Interactive Approach 4th Edition by Fisk. INSTRUCTOR RESOURCE INFORMATION
TITLE: Services Marketing Interactive Approach
EDITION: 4th Edition
AUTHOR: Fisk, Grove, John
PUBLISHER: Cengage Learning

Table of content

1. Understanding Services Marketing.
2. Frameworks for Managing the Customer’s Experience.
3. Plugging into the Information Age.
4. Planning and Producing the Service Performance.
5. Designing the Service Setting.
6. Leveraging the People Factor.
7. Managing the Customer Mix.
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.
13. Developing Marketing Strategies for Services.
14. Coping with Fluctuating Demand for Services.
15. Thinking Globally: “It’s a Small World After All”. Appendix

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