Service Marketing

Author: Yan Jianping
Publisher:
Publish Date: 2004-08-01
Features: Service marketing is a special field of marketing. In an increasingly competitive market, services are the most valuable marketing tool that can create value. This book introduces modern service concepts, service market segmentation and positioning, analysis of consumer service purchasing behavior, service marketing mix, service marketing strategic decision-making, customer relationship management, and service quality management. It also provides case studies of service marketing, making it a comprehensive work that integrates modern service concepts and practice.