Service Marketing and Management

Author: Ma Longlong, Li Zhi
Publisher:
Publish Date: 2002-01-01
Features: Service, the origins of which may no longer be traceable, has by today permeated every aspect of social life. From catering to transportation, from healthcare to insurance, from circulation to education, it can be said that our own welfare and the entire society are built on the foundation of service. Admittedly, agriculture and industrial production still play an indispensable role in social life and the economic system. However, after all, the demand for food and utilities is always finite, while the desire for experiential service is infinite. No wonder American service marketing and management scholar Fitzsimmons called it "the future economy, society, and environmental development depend on the creative creation of service." This book combines abstract service management theories and marketing methods with the practical business operations of service enterprises, aiming to promote the transition of service industry operations in China from empirical management to scientific management. It starts with the relationship between the service industry and society and the economy, gradually expanding layer by layer, covering the connotation and business philosophy of service, the thinking and implementation framework of service marketing, the management of service marketing mix strategies, and all aspects of service enterprise strategy, operations, quality, project, and human resource management. It also proposes a quantitative research approach to service management and looks ahead to the trends of future service competition. Target Audience: Undergraduate and graduate students in business administration, marketing, and other economic management disciplines, business management personnel, and government officials.