Service Marketing Management

Author: Ye Wanchun
Publisher:
Publish Date: 2003-08-01
Features: Service marketing management is a highly applied discipline. This textbook fully reflects the characteristics of explaining theories and constructing systems based on China's national conditions and the realities of service enterprises. As the ancients said, "Giving a fish is not as good as teaching how to fish." In this textbook, we systematically explain the general knowledge of service marketing while closely integrating it with corporate realities to provide scientific methods, tools, strategies, and techniques for business marketing, thereby addressing the tools and methods for "fishing." The textbook does not rigidly adhere to the service marketing content and forms imported from abroad. Instead, it selects, enriches, perfects, and develops the content in line with China's national conditions, adding important topics such as the opening of China's service market, new marketing concepts, service enterprise positioning and evaluation, service marketing quality and assessment, and several major service sectors. In terms of structure, it is divided into 5 parts and 19 chapters, which are sequentially Analysis, Planning, Execution, Special Topics, and Development. This reflects the basic structure and content of the textbook, clarifies the key points, and forms a complete system with clear levels. The textbook includes a Special Topics section dedicated to in-depth studies of several major service sectors, such as the financial services sector, tourism services sector, and telecommunications services sector. Although limited chapters cannot fully explore these areas, this helps readers broaden their perspectives and better connect with the realities of the service industry when thinking about problems.