Service Marketing and Management (SOCEC)

Author: Ma Longlong et al
Publisher:
Publish Date: 2002-01-19
Features: Service, the origins of which may no longer be traceable, has by today permeated every aspect of social life. From dining to transportation, from healthcare to insurance, from circulation to education, it can be said that our own well-being 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 limitless. No wonder American service marketing and management scholar Fitzsimmons called it "the future economy, society, and environmental development depend on creative service." This book combines abstract service management theories and marketing methods with practical business practices in service enterprises, aiming to promote the transition of service industry operations in China from empirical management to scientific management. It begins with the relationship between the service industry and society and the economy, gradually expanding to cover the connotation and operational philosophy of service, the mindset and implementation framework of service marketing, the management of service marketing mix strategies, as well as all aspects of service enterprise strategy, operations, quality, projects, and human resource management. It also proposes approaches to quantitative research in service management and looks ahead to future trends in service competition. Target Audience: Undergraduate and graduate students in business administration and marketing majors, business management personnel, and government officials.