Service Marketing

Author: Cao Lihe
Publisher:
Publish Date: 2004-08-01
Features: This book provides a comprehensive and systematic introduction to the content and methods of service or marketing. It includes 14 chapters: Overview of Service Marketing, Service Marketing Concepts, Analysis of Service Consumer Behavior, Service Marketing Planning, Service Market Segmentation and Positioning, Service Product Strategy, Service Pricing Strategy, Service Channel Strategy, Service Promotion Strategy, Service Tangible Evidence, Service Quality Management, Service Personnel and Internal Marketing, Service Process Management and Control, Service Performance Evaluation and Assessment. During the writing process, it strives to reflect the latest research findings in contemporary service marketing, emphasizing theory, practicality, professionalism, knowledge, usability, and readability. As one of the "21st Century Higher Vocational and Specialized College Series Textbooks" and the "National Pilot Program Marketing Demonstration Textbooks," this book can be used as a teaching material for marketing and business management majors in higher vocational colleges, and is also suitable for reading by corporate marketing management personnel.