Service Marketing Management (21st Century Marketing Series Textbooks)

Author: Ye Wanchun
Publisher:
Publish Date: 2003-08-17
Features: This textbook does not rigidly adhere to the content and form of service marketing imported from abroad. Instead, it selects, enriches, perfects, and develops the content based on China's national conditions. It adds important content such as the opening of China's service market, new marketing concepts, positioning and evaluation of service enterprises, service marketing quality and its assessment, and several major service sectors. In terms of structure, it is divided into 5 parts and 19 chapters, which are sequentially Analysis Part, Planning Part, Execution Part, Special Topics Part, and Development Part. This reflects the basic structure and content of the textbook, clarifies the key points, and forms a complete system with clear levels. The textbook includes a Special Topics Part, which conducts in-depth research on several important service sectors such as the financial services sector, tourism services sector, and telecommunications services sector. Although limited chapters cannot fully explore these areas, it helps readers broaden their perspectives and better connect with the practical realities of the service industry when thinking about issues.