Service Marketing

Author: Qiu Hua
Publisher:
Publish Date: 2004-08-01
Features: This book includes the essence of service marketing, analysis of service consumer behavior, service market segmentation and positioning, service products, service pricing, service promotion, service distribution, tangible evidence, service personnel and internal marketing, service quality management, service marketing concepts, service process management and control, service performance evaluation and assessment, financial service marketing, and tourism service marketing. The content is both profound and accessible, with case studies helping readers to generalize, and thematic discussions facilitating in-depth exploration of knowledge. This book is suitable for use as a professional basic course textbook for vocational colleges and higher vocational colleges in marketing and related fields, as well as for adult education, on-the-job employee training, and self-study guidance.