INTERACTIVE SERVICES MARKETING

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 as well as connecting through technology.Pedagogical tools help students synthesize the material: each part opens with an overview, a new model illustrating the text's organization, brief chapter outlines, and a vignette highlighting real-world companies such as Noggintoppers (an online hat retailer). Each chapter also features a short paragraph revisiting the vignette, marginal notes defining key terms, a Summary and Conclusion section, and practice exercises.