Interactive services marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Houghton Mifflin
2004
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes indexes |
| Beschreibung: | XXIV, 275 S. Ill., graph. Darst. |
| ISBN: | 0618312846 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV015771151 | ||
| 003 | DE-604 | ||
| 005 | 20041105 | ||
| 007 | t | ||
| 008 | 021217s2004 xxuad|| |||| 00||| eng d | ||
| 010 | |a 99072007 | ||
| 020 | |a 0618312846 |9 0-618-31284-6 | ||
| 035 | |a (OCoLC)634820888 | ||
| 035 | |a (DE-599)BVBBV015771151 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-945 | ||
| 084 | |a QP 620 |0 (DE-625)141911: |2 rvk | ||
| 084 | |a QQ 250 |0 (DE-625)141969: |2 rvk | ||
| 100 | 1 | |a Fisk, Raymond P. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Interactive services marketing |c Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Boston [u.a.] |b Houghton Mifflin |c 2004 | |
| 300 | |a XXIV, 275 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes indexes | ||
| 650 | 0 | 7 | |a Dienstleistung |0 (DE-588)4012178-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundendienst |0 (DE-588)4135134-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Dienstleistung |0 (DE-588)4012178-1 |D s |
| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Kundendienst |0 (DE-588)4135134-4 |D s |
| 689 | 1 | |C b |5 DE-604 | |
| 700 | 1 | |a Grove, Stephen John |e Sonstige |4 oth | |
| 700 | 1 | |a John, Joby |e Sonstige |4 oth | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010124965&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-010124965 | ||
Datensatz im Suchindex
| _version_ | 1804129721847382016 |
|---|---|
| adam_text | Titel: Interactive services marketing
Autor: Fisk, Raymond P
Jahr: 2004
CONTENTS
Preface xix
part one Foundations of Services Marketing 2
VIGNETTE: A Vision of Service Brings the Service of Vision to Thousands 3
Chapter 1 Grasping the Uniqueness of Services Marketing 4
DEFINITION AND CHARACTERISTICS OF SERVICES 5
Definition of Services 5
Characteristics of Services 5
CLASSIFICATIONS OF SERVICES 8
Classifications Based on Services Fields 8
Classifications Based on Services Customers 9
Lovelock s Classification 10
HOW DOES SERVICES MARKETING DIFFER FROM PHYSICAL
GOODS MARKETING? 11
HOW DO SERVICES AS PRODUCTS DIFFER FROM FACILITATING SERVICES? 13
OVERVIEW OF BOOK 15
Summary and Conclusion 17
Exercises 17
Internet Exercise 17
References 18
SPOTLIGHT 1.1 Peace of Mind for You and Your Pets 8
SPOTLIGHT 1.2 Hotels Can Learn a Multitude of Lessons from a Hospital Stay 12
SPOTLIGHT 1.3 Manufacturing Firms Are Urged to Shift to Providing
Services to Customers 15
Chapter 2 Frameworks for Managing the Customer s Experience 19
COMPONENTS OF THE SERVICE EXPERIENCE 20
FRAMING THE SERVICE EXPERIENCE 22
The Services Marketing Mix 22
The Servuction Framework 24
The Services Theater Framework 25
COMPARING SERVICE EXPERIENCE FRAMEWORKS 27
RAISING THE CURTAIN ON SERVICES THEATER 28
Summary and Conclusion 30
Exercises 31
Internet Exercise 31
References 31
ix
Contents
SPOTLIGHT 2.1 It Used to Be Easier 21
SPOTLIGHT 2.2 The Invisible Organization and System Makes
This Service Possible 26
SPOTLIGHT 2.3 Autotainment 29
Chapter 3 Plugging into the Information Age 32
SERVICES AND THE INFORMATION AGE 33
Technology in the Core Service 34
Technology as a Supplementary Service Support Tool 35
EMPOWERING EMPLOYEES THROUGH TECHNOLOGY 35
Technology Devices 36
Networking 36
EMPOWERING THE CUSTOMER 37
ENABLING THE INTERACTIVE EXPERIENCE 38
CAPTURING CUSTOMER INFORMATION 41
COPING WITH NEGATIVE IMPACTS OF SERVICES TECHNOLOGY 42
CHALLENGES OF USING TECHNOLOGYTO MANAGE CUSTOMER INTERFACES 43
Weak Links in Customer Interfaces 43
Steps for Improving the Technology of Customer Interfaces 44
Summary and Conclusion 45
Exercises 45
Internet Exercise 46
References 46
SPOTLIGHT 3.1 Hard Rock Pin Collectors 35
SPOTLIGHT 3.2 Service Robots in Health Care 38
SPOTLIGHT 3.3 Using Technology for Mass Customization 42
TAKING THE SHOW ON THE ROAD
A White Stage in Engelberg 47
part two Creating the Interactive Experience 48
VIGNETTE: Shipshape Value at Old Navy? 49
Chapter 4 Planning and Producing the Service Performance 50
THE SERVICE PERFORMANCE 51
SUPPLEMENTING THE BASIC SERVICE PERFORMANCE 52
DIFFERENTIATING THE SERVICE PERFORMANCE 54
CUSTOMIZING THE SERVICE PERFORMANCE 56
SCRIPTING THE SERVICE PERFORMANCE 58
BLUEPRINTING THE SERVICE PERFORMANCE 61
THE INTERNET AND SERVICE PERFORMANCES 63
Summary and Conclusion 63
Exercises 64
XI
Internet Exercise 64
References 65
SPOTLIGHT 4.1 Copying Practices from Fast-Food Restaurants and Retailers
Gives a Small Bank a Massive Competitive Advantage 54
SPOTLIGHT 4.2 Customer Intimacy and Customization 58
SPOTLIGHT 4.3 Corporate Private Eye-Patents and Pirates 59
Chapter 5 Designing the Service Setting 66
WHAT IS A SERVICE SETTING? 67
KEY CONSIDERATIONS IN DESIGNING THE SERVICE SETTING 68
The Duration of the Service Setting 68
Service Setting as an Operational Tool 68
Service Setting as a Service Identifier 68
Service Setting as an Orientation Tool 70
The Appeal of the Service Setting 71
Service Setting as the Workers Home Away From Home 71
THE SERVICE SETTING AS A MARKETING TOOL 72
Managing Tangible Evidence 72
Frontstage versus Backstage Decisions 75
Experimenting with the Service Setting 76
CYBERSPACE AS A SERVICE SETTING 77
Summary and Conclusion 78
Exercises 78
Internet Exercise 78
References 79
SPOTLIGHT 5.1 Coming Soon-Dracula Land 69
SPOTLIGHT 5.2 VIP Rooms, Premium Cinemas, and Love Seats 73
SPOTLIGHT 5.3 High-End Restrooms Offer Artistic Relief 74
Chapter 6 Leveraging the People Factor 80
SERVICE EMPLOYEES AND THEIR BEHAVIOR 81
Why Are Employees So Important? 81
Are All Service Employees Equally Important? 82
Which Are More Important: Technical Skills or Social Skills? 83
Ensuring Employee Excellence 83
Addressing Poor Employee Performance 87
EMPOWERING SERVICE EMPLOYEES 88
Benefits of Empowerment 88
Costs of Empowerment 89
COSTUMING SERVICE EMPLOYEES 91
MAXIMIZING SERVICE EMPLOYEE PRODUCTIVITY 92
Contents
Summary and Conclusion 95
Exercises 95
Internet Exercise 96
References 96
SPOTLIGHT 6.1 The Payoff of Positive Worker Attitude 86
SPOTLIGHT 6.2 It s All an Act for the Doctors 87
SPOTLIGHT 6.3 Internal Marketing in the Fast-Food Industry 95
Chapter 7 Managing the Customer Mix 97
SERVICE CUSTOMERS AND THEIR BEHAVIOR 98
CUSTOMER-TO-CUSTOMER INTERACTIONS 101
CUSTOMER-TO-EMPLOYEE INTERACTIONS 102
Friendly Interactions 102
Unfriendly Interactions 102
Too Friendly Interactions 103
SELECTING AND TRAINING CUSTOMERS 103
Customer Training Guidelines 104
Customer Training Tools 105
MANAGING CUSTOMER RAGE 108
Summary and Conclusion 110
Exercises 111
Internet Exercise 111
References 112
SPOTLIGHT 7.1 Patrons Protest Changes at a 97-Year-Old New Orleans Restaurant 98
SPOTLIGHT 7.2 Mardi Gras: New Orleans Knows How to Laissez
Le Bon Temps Rouler 100
SPOTLIGHT 7.3 Whom Do You Least Want to Sit Next to on a Long Flight? 101
TAKING THE SHOW ON THE ROAD
Toyota Norway 113
PARTTHREE Promising the Interactive Service Experience 114
VIGNETTE: The Windsor Court Hotel: What Price Excellence? 115
Chapter 8 Setting a Price for the Service Rendered 116
WHY DO SERVICE PRICES VARY? 117
YIELD MANAGEMENT IN SERVICES 118
PRICING OBJECTIVES AND APPROACHES 120
THE RELATIONSHIP BETWEEN SERVICE PRICE AND VALUE 121
CALCULATING SERVICE COSTS 123
PRICE BUNDLING 125
ADDITIONAL PRICING CONSIDERATIONS 128
XIII
Summary and Conclusion 130
Exercises 130
Internet Exercise 131
References 131
SPOTLIGHT8.1 If Airlines Sold Paint 118
SPOTLIGHT 8.2 Airline Pricing and the Internet 123
SPOTLIGHT 8.3 Pricing the College Football Experience:
The Case of the TCU Horned Frogs 129
Chapter 9 Promoting the Interactive Service Experience 132
SERVICESAND INTEGRATED MARKETING COMMUNICATIONS 132
MARKETING COMMUNICATIONS AND SERVICES 133
THE PROMOTIONAL MIX 135
Advertising 136
Sales Promotions 136
Personal Selling 136
Publicity and Public Relations 137
ADVERTISING THE SERVICE 137
Advertising Objectives 137
Guidelines for Advertising Services 138
Enhancing the Vividness of Services Advertising 141
SALES PROMOTIONS AND SERVICES 143
PERSONAL SELLING AND SERVICES 144
PUBLICITY AND SERVICES 145
PROMOTING SERVICES ON THE INTERNET 146
Summary and Conclusion 146
Exercises 146
Internet Exercise 147
References 147
SPOTLIGHT 9.1 Up, Up, and Away 136
SPOTLIGHT 9.2 Zeroing In on the Customer 138
SPOTLIGHT 9.3 Humorous Service Organization Slogans 140
SPOTLIGHT 9.4 . . . Would You Like Fries with That? 145
TAKING THE SHOW ON THE ROAD
A Canadian Dental Experience 148
part four Delivering and Ensuring a Successful Customer Experience 149
VIGNETTE: Listening to Customers to Deliver a Successful Experience 1 50
Chapter 10 Delivering Service Quality and Guaranteeing Services 151
WHAT IS SERVICE QUALITY? 1 53
HOW CUSTOMERS EVALUATE SERVICE QUALITY 156
Contents
WHY AND WHEN TO GUARANTEE A SERVICE 160
HOW TO DESIGN A SERVICE GUARANTEE 1 61
WHAT MAKES AN EXTRAORDINARY SERVICE GUARANTEE? 162
Summary and Conclusion 163
Exercises 163
Internet Exercise 164
References 164
SPOTLIGHT10.1 Ritz-Carlton Hotels: Two-Time Malcolm Baldrige Award Winner 155
SPOTLIGHT 10.2 From Concept to Reality-Quality Eludes Orbitz 159
SPOTLIGHT 10.3 A Customer Experience Crusade 160
Chapter 11 Regaining Customer Confidence Through Customer Service
and Service Recovery 165
CUSTOMER SERVICE 165
CUSTOMER SERVICE AS A STRATEGIC FUNCTION 167
Customer Service as an Information Resource 168
Customer Service as an Input for Service Design Improvements 168
Customer Service as an Opportunity to Enhance Customer Relationships 168
DEVELOPING A CUSTOMER SERVICE CULTURE 169
THE NEED FOR SERVICE RECOVERY 171
The High Cost of Lost Customers 172
When Is Service Recovery Needed? 176
Other Means of Identifying Recovery Needs 177
THE STEPS TO SERVICE RECOVERY 178
Apology 178
Urgent Reinstatement 179
Empathy 179
Symbolic Atonement 179
Follow-Up 180
THE HIDDEN BENEFITS OF SERVICE RECOVERY 183
Summary and Conclusion 183
Exercises 184
Internet Exercise 184
References 184
SPOTLIGHT11.1 An Airline Passenger s Nightmare 166
SPOTLIGHT 11.2 How Real Is Real-Time Customer Service? 169
SPOTLIGHT 11.3 The Customer-Service Agent 173
XV
Chapter 12 Researching Service Success and Failure 185
WHY IS RESEARCHING SERVICE SUCCESS AND FAILURE NECESSARY? 186
WHY IS SERVICE SUCCESS SO DIFFICULT TO ACHIEVE? 187
RESEARCH METHODS FOR SERVICES 188
Observational Techniques 188
Mystery Shopping 191
Employee Reports 191
Survey Methods 192
Focus Groups 192
Experimental Field Testing 192
The Critical Incident Technique 193
Moment of Truth Impact Analysis 194
CREATING A SERVICE QUALITY INFORMATION SYSTEM 195
What to Measure 197
What to Do with the Information 198
Summary and Conclusion 199
Exercises 199
Internet Exercise 199
References 199
SPOTLIGHT 12.1 What Happened? Why Did It Happen? How Do We Make Sure
It Doesn t Happen Again? 186
SPOTLIGHT 12.2 Three-Quarters of a Billion U.S. Dollars Worth of Customer
Complaint Data 187
SPOTLIGHT 12.3 The Hospital Runaround 190
SPOTLIGHT 12.4 Going Retail with Market Research 191
TAKING THE SHOW ON THE ROAD
The Internet Comes to the Service of Farmers in India 200
PART five Management Issues in Services Marketing 201
VIGNETTE: Noggintops: A Virtual Country Specialty Store 202
Chapter 13 Developing Marketing Strategies for Services 203
OVERVIEW OF MARKETING STRATEGY IN SERVICE ORGANIZATIONS 203
SCANNING THE ENVIRONMENT 206
Economic and Competitive Environment 209
Ethical and Legal Environment 210
Social, Cultural, and Demographic Environment 211
Technology Environment 212
PLANNING THE SERVICES MARKETING STRATEGY 213
Planning the Strategy 214
Designing the Strategy 214
Implementing the Strategy 215
Controlling the Strategy 215
Contents
POSITIONING AND SERVICE SEGMENTATION 215
MARKETING MIX STRATEGY 217
STRATEGIC CHALLENGES FOR SERVICES 218
Performance 219
Demand 219
Employees 219
Setting 220
Customers 220
Service Quality 220
SERVICE STRATEGIES FOR COMPETITIVE ADVANTAGE 221
Surpass Your Competition 221
Dramatize Your Performance 222
Build Relationships 223
Harness Technology 223
Jazz Your Delivery 223
Summary and Conclusion 224
Exercises 224
Internet Exercise 225
References 225
SPOTLIGHT 13.1 Stones from Bones 209
SPOTLIGHT 13.2 Green Marketing Issues in the Service Sector 210
SPOTLIGHT 13.3 The Charge Sheet: So Far, So Few 212
SPOTLIGHT 13.4 Technology for Teamwork 213
SPOTLIGHT 13.5 Choosing a Name for the Service 216
SPOTLIGHT 13.6 Southwest Air Woos Business Travelers 222
Chapter 14 Coping with Fluctuating Demand for Services 226
WHY IS SERVICES DEMAND A PROBLEM? 227
THE NATURE OF SERVICE DEMAND 228
CHASING DEMAND WITH SERVICE CAPACITY 231
SMOOTHING DEMAND TO FILL SERVICE CAPACITY 234
Summary and Conclusion 239
Exercises 239
Internet Exercise 240
References 240
SPQTLjGHT 14.1 Random Forces Affecting a Service Industry: The Case of Auto Rentals 228
SPOTLIGHT14.2 Italians Love for August Vacations Gets in the Way of Business 229
SPOTLIGHT 14.3 Krispy Kreme Keeps Them Doughnuts Rolling 236
XVII
Chapter 15 Thinking Globally: It s a Small World After All 241
SERVICES AND CULTURE 242
Cultural Orientation Toward Nature 243
Cultural Orientation Toward Activities 243
Cultural Orientation Toward Time 244
Cultural Orientation Toward Others 244
GLOBAL TRADE IN SERVICES 244
EXPORT PATTERNS OF SERVICES 245
Outbound Service Export: Send the Service Provider to the Foreign Market 245
Inbound Service Export: Bring the Foreign Customer to the Service Provider 246
Teleservice Export: Deliver the Service to Foreign Markets Electronically 246
ENTRY STRATEGIES FOR GLOBAL SERVICE MARKETS 246
Foreign Direct Investment 246
Franchising 247
Joint Ventures 247
STANDARDIZATION, VERSUS ADAPTATION OF GLOBAL SERVICES 247
Standardization 248
Adaptation 250
MULTILINGUAL SERVICE SYSTEMS 251
TECHNOLOGY AND GLOBAL SERVICES 252
Summary and Conclusion 253
Exercises 254
Internet Exercise 254
References 254
SPOTLIGHT 15.1 Wal-Mart s Tactics a Turn-off to Some Germans 243
SPOTLIGHT 15.2 KFC Takes Roost Worldwide 250
SPOTLIGHT 15-3 Customers Click Locally, Shop Globally atAmazon.com 253
TAKING THE SHOW ON THE ROAD
Richer Sounds 255
Appendix; Careers in Services 257
Glossary 265
Name Index 269
Organization Index 271
Subject Index 273
|
| any_adam_object | 1 |
| author | Fisk, Raymond P. |
| author_facet | Fisk, Raymond P. |
| author_role | aut |
| author_sort | Fisk, Raymond P. |
| author_variant | r p f rp rpf |
| building | Verbundindex |
| bvnumber | BV015771151 |
| classification_rvk | QP 620 QQ 250 |
| ctrlnum | (OCoLC)634820888 (DE-599)BVBBV015771151 |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01670nam a2200457zc 4500</leader><controlfield tag="001">BV015771151</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20041105 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">021217s2004 xxuad|| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">99072007</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0618312846</subfield><subfield code="9">0-618-31284-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)634820888</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV015771151</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-945</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 620</subfield><subfield code="0">(DE-625)141911:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QQ 250</subfield><subfield code="0">(DE-625)141969:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Fisk, Raymond P.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Interactive services marketing</subfield><subfield code="c">Raymond P. Fisk ; Stephen J. Grove ; Joby John</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Boston [u.a.]</subfield><subfield code="b">Houghton Mifflin</subfield><subfield code="c">2004</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXIV, 275 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes indexes</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Dienstleistung</subfield><subfield code="0">(DE-588)4012178-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundendienst</subfield><subfield code="0">(DE-588)4135134-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Dienstleistung</subfield><subfield code="0">(DE-588)4012178-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Kundendienst</subfield><subfield code="0">(DE-588)4135134-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="C">b</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Grove, Stephen John</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">John, Joby</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010124965&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-010124965</subfield></datafield></record></collection> |
| id | DE-604.BV015771151 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:09:39Z |
| institution | BVB |
| isbn | 0618312846 |
| language | English |
| lccn | 99072007 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010124965 |
| oclc_num | 634820888 |
| open_access_boolean | |
| owner | DE-945 |
| owner_facet | DE-945 |
| physical | XXIV, 275 S. Ill., graph. Darst. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Houghton Mifflin |
| record_format | marc |
| spelling | Fisk, Raymond P. Verfasser aut Interactive services marketing Raymond P. Fisk ; Stephen J. Grove ; Joby John 2. ed. Boston [u.a.] Houghton Mifflin 2004 XXIV, 275 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes indexes Dienstleistung (DE-588)4012178-1 gnd rswk-swf Kundendienst (DE-588)4135134-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s DE-604 Kundendienst (DE-588)4135134-4 s b DE-604 Grove, Stephen John Sonstige oth John, Joby Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010124965&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fisk, Raymond P. Interactive services marketing Dienstleistung (DE-588)4012178-1 gnd Kundendienst (DE-588)4135134-4 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4012178-1 (DE-588)4135134-4 (DE-588)4037589-4 |
| title | Interactive services marketing |
| title_auth | Interactive services marketing |
| title_exact_search | Interactive services marketing |
| title_full | Interactive services marketing Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| title_fullStr | Interactive services marketing Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| title_full_unstemmed | Interactive services marketing Raymond P. Fisk ; Stephen J. Grove ; Joby John |
| title_short | Interactive services marketing |
| title_sort | interactive services marketing |
| topic | Dienstleistung (DE-588)4012178-1 gnd Kundendienst (DE-588)4135134-4 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Dienstleistung Kundendienst Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010124965&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT fiskraymondp interactiveservicesmarketing AT grovestephenjohn interactiveservicesmarketing AT johnjoby interactiveservicesmarketing |