Techniques and Examples for Winning with Service

Author: Zhang Debing
Publisher:
Publishing Date: 2003-01-01
Features: MBA Marketing Practice and Case Series (Volume 2). The world-renowned brand — China's Haier Company has become the leader in the home appliance industry relying on "Star Service." General Motors (GM) in the United States derives 65% of its profits from services. Service-oriented industries such as tourism, finance, insurance, healthcare, and education should prioritize service as their core business. It is evident that whether in manufacturing or in service industries themselves, serving customers is regarded as the key to business success. This book introduces the basic content of service marketing, the planning of service marketing, consumer needs, service channels, as well as methods and techniques related to service products, service quality, pricing, promotion, personnel management, service processes, and presentation. The case section details the marketing strategies and successful experiences of service-oriented companies. This book is both systematic and theoretical, highly practical, and possesses strong practical applicability.