Service Marketing (Marketing Major) Northeast University of Finance and Economics Press

Author: Chen Zhiping
Publisher:
Publish Date: 2001-03-19
Features: Service Marketing, as a branch of the entire marketing curriculum, specializes in studying the universal principles and strategic techniques of marketing in the service industry. The service industry, also known as the tertiary industry, covers a wide range. It includes both profitable service sectors such as finance, insurance, real estate, leasing, property management, commerce, transportation, logistics, telecommunications, internet, postal services, tourism, catering, entertainment, advertising, consulting, technical services, accounting, legal services, repair, decoration, beauty, and household services, as well as non-profit service sectors like healthcare, education, culture, research, and public services. The marketing of each industry within the service sector has its own specific characteristics, but there are also many common principles and strategic techniques that apply across industries. The latter is the focus of this book.