S service marketing

Author: Kuang Zhiyuan
Publisher:
Publish Date: 1999-12-01
Features: The development of marketing thought was initially associated with the sale of material products. However, with the vigorous growth of the service industry and the increasing role and prominence of service activities in manufacturing, marketing has evolved into a new type of marketing model: service marketing. The essence of service marketing is to promote the exchange of services, which includes both facilitating the exchange of pure services and using services to promote the exchange of material products. Traditional marketing models focus on selling products and emphasize capturing market share. This book attempts to introduce this new marketing model of service marketing to readers in simple language and through classic cases. The book is divided into six chapters, starting with specific cases to introduce some basic concepts and core content of service marketing, as well as the successful experiences of some domestic and foreign enterprises in the field of service marketing.