Service Marketing -- Environment, Concept and Strategy

Author: Yang Misha
Publisher:
Publish Date: 2005-09-01
Features: This book provides an in-depth analysis and elaboration on the core theories and practices of service marketing. It includes: characteristics of services, the service economy, and the service industry along with their development; service marketing environment and objects; contemporary service marketing frontiers and their management models; service marketing personnel, processes, tangible display strategies, and their applications. The book cites extensive data from various service industries such as finance, telecommunications, catering, logistics, and culture, enhancing its practicality and accessibility. Therefore, it is suitable as a textbook for vocational and technical colleges in fields such as economics and management, finance, accounting, and law. It can also provide theoretical and strategic assistance to other professionals engaged in service marketing.