Service Marketing Management

Author: Liang Yanming
Publisher:
Publish Date: 2004-07-01
Features: To facilitate readers in easily reading and comprehensively grasping the content of the textbook, the entire book employs nearly 150 charts and tables, aiming to clearly express complex concepts and principles through a large number of visuals. To highlight the strong practical nature of the discipline, more than 30 marketing management practice columns and numerous in-text cases are interspersed throughout the chapters, introducing readers to the excellent service marketing management practices of companies such as Federal Express, the Ritz-Carlton Hotel, and Marriott Hotel by combining with the main text. To broaden readers' perspective on service marketing, the book covers a wide range of industries in its content selection, including retail, transportation, tourism, catering, banking, securities, insurance, healthcare, education, telecommunications, management consulting, and sports. It encompasses traditional service industries, specialized service industries, non-profit service industries, and the service departments of durable goods manufacturing. This book can be used as a teaching material for advanced undergraduate students in economics and management majors and MBA students, or as a practical reference for service marketing managers, or as a training textbook for middle-level service managers. The editor assumes that readers are quite familiar with the basic principles of marketing through previous learning and practical experience, therefore, for the substantial content that can be found in a marketing introductory textbook.