Service Marketing and Management 21st Century University Core Course Series in Economics and Management

Author: Ma Longlong
Publisher:
Publish Date: 2002-01-01
Features: Service, the origins of which may no longer be traceable, has evolved to permeate every aspect of social life today. 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 indispensable roles 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 creative service." This book combines abstract service management theories and marketing methods with practical service business operations, aiming to promote the transition of service industry management in China from empirical 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, project, and human resource management. It also proposes a quantitative research approach to service management and outlines the future trends of service competition. Target Audience: Undergraduate and graduate students in business administration, marketing, and other economic management disciplines, business management personnel, and government officials.