INTERACTIVE SERVICES MARKETING STUDENT TEXT (H/C)

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.