Nankai Marketing Series Textbooks: Service Marketing Management

Author: Wu Xiaoyun
Publisher:
Publish Date: 2006-09-01
Features: This book is written to meet the needs of cultivating senior marketing management talents in the service economy era. It aims to combine the research findings of the two major schools in the field of service marketing—Northern and North American—to systematically elaborate on modern service marketing theory and the latest developments in the discipline. The core content and the design of the writing framework of this book systematically reflect the central themes of modern service marketing. The book consists of 13 chapters, divided into four parts: Introduction to Service Marketing Management, Customer Perception and Service Quality Research, Organizational Research in Service Marketing, and Research Progress in Service Marketing in the Globalization Context. This book is suitable for the teaching needs of business management (marketing) majors in higher education institutions and is also suitable for business professionals interested in service marketing.