Service Marketing Warfare

Author: Jia Changrong
Publisher:
Publish Date: 2006-01-01
Features: Preface
Part 1: Observing the Battle
Chapter 1: Service Marketing—The Secret Weapon
Key Takeaways:
1.1 Stepping into the New Era of Service
1.2 The Vibrant Charm of the Service Industry
1.3 The "Edges" and "Corners" of Service Products
1.4 Exploring Consumer Behavior in Service Products
1.5 The Unwritten Rules of Service Product Marketing
1.6 The Success Genes for Winning the Market with Service
1.7 Marketing Pulse in Tact with Market Rhythms
Case Study: Shocking Market
Chapter 2: The Pulse of Business Warfare in the Service Victory Era
Key Takeaways:
2.1 Diagnosing Common Misconceptions in Service Marketing Warfare
2.2 The Battles and Outcomes of Service Marketing Warfare
2.3 The Conventional Tactics of Service Marketing Warfare
2.4 The Path to "Upgrading" Service Marketing Warfare
Case Study: Shocking Market
Chapter 3: Pinpointing the Pulse, Seizing "War Booty"
Key Takeaways:
3.1 A Comprehensive Review of "War Booty" in Service Warfare
3.2 Gold Mining on the Service Battlefield Isn’t a Dream
3.3 Models for Seizing "War Booty"
3.4 Building Profit Chains Through "Foreign Defense and Domestic Stability"
3.5 Management Secrets of Service Profit Chains
Case Study: Shocking Market
Part 2: Strategizing the Battle
Chapter 4: Giving You a Pair of "Winning" "Strategic Eyes"
Key Takeaways:
4.1 Strategy as the Compass of the Enterprise
4.2 All Aspects of Service Strategy Management
4.3 Rejecting Short-sightedness in Development
4.4 Adhering to the Long-term "Struggle" Route
4.5 Customer Management Requires Great Wisdom
Case Study: Shocking Market
Chapter 5: Building a Tactical System Under Strategic Guidance
Key Takeaways:
5.1 Positioning as the "Foundation" of the "Service Mansion"
5.2 Crafting a "Seamless" Service System
5.3 Building a "Grand Stage" for Customer Service
5.4 Aligning Everything with Service Standards
5.5 Creating an Attractive Service Environment
5.6 Providing Comprehensive Service Guarantees
Case Study: Shocking Market
Chapter 6: Productized Marketing as the Main Thread of Tactics
Key Takeaways:
6.1 Serving Customers with a "Big Feast" of Product Combinations
6.2 Effective Market Alignment Through Product Strategies
6.3 Service Also Needs a "Polished" Presentation
6.4 Selling Services Requires Value and Market Demand
6.5 Strategy-Oriented Distribution of Service Products
6.6 Selling Services Requires Deep Knowledge
Case Study: Shocking Market
Chapter 7: Service Branding as the Soul of Tactics
Key Takeaways:
7.1 The "Service Branding Movement" in Enterprises
7.2 Clicking into Service Brand Strategy and Tactics
7.3 Analyzing the Genetic Composition of Service Brands
7.4 The Commercial Charm of Service Golden Brand Names
7.5 Who Injected "Brand Stimulants" into Service?
7.6 Doing and Promoting Service Brands Well
7.7 The Unwritten Rules of "Polishing" Service Brands
Case Study: Shocking Market
Part 3: Supervising the Battle
Chapter 8: Winning the "Hard Fight" of Customer Management
Key Takeaways:
8.1 Designing "Dates" with Customers Carefully
8.2 Developing Customers: First Keep People, Then Keep Hearts
8.3 Customer Management Also Requires "Survival of the Fittest"
8.4 Building a Fishlike Relationship with Customers
Case Study: Shocking Market
Chapter 9: "Foreign Defense" Must Come Before "Domestic Stability"
Key Takeaways:
9.1 Customer-Oriented Employee Management
9.2 Cultivating "Combat Power" with Cultural Force
9.3 Finding "Elite Troops" for Battle
9.4 Constant "Charging" to Replenish Energy
9.5 Granting Authority Correctly, Even to the Suspicious
9.6 Communication Shapes the Future of the Enterprise
9.7 Don’t Let Employees Become "Cut-off Kites"
9.8 Strict "Military Discipline" with Rewards and Punishments
Case Study: Shocking Market
Chapter 10: Internal Management and External Control to Win the "Crisis War"
Key Takeaways:
10.1 Customer Complaints Are Always Unavoidable
10.2 Letting Customers Unleash All Their "Bitterness"
10.3 Service Failures Happen Without Warning
10.4 Proactively "Recall" Defective Products
10.5 Crises Always "Fall from the Sky"
10.6 Systematizing the Crisis Management System
Case Study: Shocking Market
References
Afterword