Nelson Higher Education

Higher Education

Services Marketing Interactive Approach, 4th Edition

  • Raymond P. Fisk
  • Stephen J. Grove
  • Joby John
  • ISBN-10: 1285057139
  • ISBN-13: 9781285057132
  • 288 Pages | Hardcover
  • Previous Editions: 2008, 2004, 2000
  • COPYRIGHT: 2014 Published
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About the Product

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


  • 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.

  • 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.

About the Author

Raymond P. Fisk

Raymond P. Fisk (B.S., M.B.A., and Ph.D. from Arizona State University) is Professor and Chair, Department of Marketing at Texas State University-San Marcos. His research focuses on services marketing and service design. He has published in the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Service Management, European Journal of Marketing, Service Industries Journal, Journal of Health Care Marketing, and others. His books include: Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts, Marketing Theory: Distinguished Contributions, Services Marketing: An Annotated Bibliography, and Interactive Services Marketing, 3rd Ed.

Stephen J. Grove

Stephen J. Grove (B.A, M.A, Texas Christian University; Ph.D., Oklahoma State University) is Professor of Marketing at Clemson University. He has published in the Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Services Research, Journal of Public Policy and Marketing, Journal of Advertising, Journal of Advertising Research, Journal of Current Issues and Research in Advertising, Journal of Macromarketing, Journal of Business Research, Journal of Personal Selling and Sales Management, The Service Industries Journal, European Journal of Marketing, Journal of Services Marketing, Managing Service Quality, and others. His books include: Services Marketing Self-Portraits: Introspections, Reflections and Glimpses from the Experts, and Interactive Services Marketing, 3rd Ed.

Joby John

Joby John is Professor of Marketing and Dean of the B.I. Moody III College of Business Administration at the University of Louisiana, Lafayette. He earned his B.S. from Birla Institute of Technology and Science, India, his M.B.A. from Madras University, India, and his Ph.D. from Oklahoma State University. He is a former marketing officer at Pfizer (India) and ITC (BAT, India). He has taught or guest lectured in several countries, including Australia, Chile, Colombia, Estonia, Finland, India, Spain, and Sweden. Dr. John’s primary teaching, research, and consulting are in the areas of services marketing, customer-focused management, and cross-cultural issues in marketing. Dr. John has published in the European Journal of Marketing, Health Care Management Review, International Marketing Review, Journal of Consumer Marketing, Journal of Health Care Marketing, Journal of Services Marketing, Managing Service Quality, Psychological Reports, The Service Industries Journal and several other academic journals. Dr. John published Services Marketing Self-Portraits: Introspections, Reflections, and Glimpses from the Experts. He is a past Chair of the AMA’s Services Marketing Special Interest Group and a past President of the AMA’s Boston Chapter. Dr. John has served on the Board of Directors of the Greater Lafayette Chamber of Commerce, and is currently serving on the Board of Trustees of the Lafayette General Medical Center.

Table of Contents

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: Careers in Services.
Name Index.
Organization Index.
Subject Index.

New to this edition

  • All chapters have been revised and updated.
  • Material has been rearranged within some chapters to reflect a more logical flow.
  • 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.