服務(wù)市場營銷：英文版

定　價：￥72.00

作　者：	（美）瓦拉利·A.蔡特哈姆爾（Valarie A.Zeithaml），（美）瑪麗·喬·比特納（Mary Jo Bitner）著
出版社：	機械工業(yè)出版社
叢編項：	世界經(jīng)濟管理文庫·MBA專業(yè)精品教材·市場營銷專業(yè)
標　簽：	MBA

購買這本書可以去

當當網(wǎng) (￥54.00)

ISBN：	9787111064299	出版時間：	1998-08-01	包裝：	簡裝
開本：	26cm	頁數(shù)：	700	字數(shù)：

內(nèi)容簡介

　　在國內(nèi)，服務(wù)業(yè)正以驚人的速度發(fā)展，然而有關(guān)的服務(wù)業(yè)營銷理論和經(jīng)驗還很不足。本書作者根據(jù)發(fā)達國家服務(wù)業(yè)的營銷經(jīng)驗，系統(tǒng)地介紹了服務(wù)業(yè)質(zhì)量標準、人員管理、服務(wù)業(yè)定價、服務(wù)業(yè)營銷技巧及服務(wù)業(yè)營銷與有形產(chǎn)品營銷的不同之處等方面的內(nèi)容。書后所附的九個案例，介紹了加拿大租憑銀行，AT&T等大公司在服務(wù)業(yè)成功的經(jīng)驗。本書內(nèi)容新穎，語言簡潔易懂每個章節(jié)都有練習(xí)題，可作為大專院校經(jīng)管類專業(yè)的教材，也是從事服務(wù)業(yè)營銷與管理的有關(guān)人士的參考讀物。

作者簡介

暫缺《服務(wù)市場營銷：英文版》作者簡介

圖書目錄

PART ONE
Introduction
1. INTRODUCTION TO SERVICES
2. KEY COMPETITIVE TRENDS AND CONCEPTUAL FRAMEWORK OF THE BOOK
PART TWO
Focus on the Customer
3. CONSUMER BEHAVIOR IN SERVICES
4. CUSTOMER EXPECTATIONS OF SERVICE
5. CUSTOMER PERCEPTIONS OF SERVICE
PART THREE
Listening to Customer Requirements
6. UNDERSTANDING CUSTOMER EXPECTATIONS THROUGH MARKETING RESEARCH
7. BUILDING CUSTOMER RELATIONSHIPS THROUGH SEGMENTATION AND RETENTION STRATEGIES
PART FOUR
Aligning Strategy , Service Design ,and Standards
8. CUSTOMER-DEFINED SERVICE STANDARDS
9. LEADERSHIP AND MEASUREMENT SYSTEMS FOR MARKET-DRIVEN SERVICE PERFORMANCE
10. SERVICE DESIGN AND POSITIONING
PART FIVE
Delivering and Performing Service
11. EMPLOYEES' ROLES IN SERVICE DELIVERY
12. DELIVERING SERVICE THROUGH INTERMEDIARIES
13. CUSTOMERS' ROLES IN SERVICE DELIVERY
14. MANAGING DEMAND AND CAPACITY
15. INTERNATIONAL SERVICES MARKETING
PART SIX
Managing Service Promises
16. THE ROLE OF ADVERTISNG, PERSONAL SELLING, AND OTHER COMMUNICATION
17. PRICING OF SERVICES
18. THE PHYSICAL EVIDENCE OF SERVICE