Service Marketing Management

Author: Xu Dechang / Wang Yi (editors)
Publisher:
Publish Date: 2005-11-01
Features: Service marketing management is a branch of marketing that studies service products and customer service. Its emergence, formation, and development have only spanned about thirty years. Therefore, from an academic perspective, it is relatively young, as evidenced by its still-evolving structure, theories, and methods, which are in the process of continuous improvement, enrichment, and refinement. With the advent of the service economy era, the role and significance of the service industry and service activities in the national economy and social economic life have become increasingly prominent. Research on service marketing and management has become a key focus and hotspot for marketing management theorists and practitioners both domestically and internationally. In recent years, a large number of domestic and international works on service marketing management, such as monographs, translations, textbooks, and papers, have been published. These research outcomes have enhanced and enriched the theoretical system and specific content of service marketing management, driving further development in the discipline. This book systematically and comprehensively introduces the recognized structural framework, principles, and methods in the field of service marketing management, showcasing the latest research findings in the theory of service marketing management. Therefore, it not only meets the needs of service marketing management practice in China and marketing management teaching in higher education institutions but also serves as a valuable learning resource for relevant management professionals.