服务市场营销(英文版)

作者：瓦拉利A.蔡特哈姆尔 玛丽.乔.比特纳

市场价：￥72.00

出版社：机械工业出版社

ISBN：7111064291

出版日期：1998 年8月

页码：700

版次：1

内容简介

本书作者根据发达国家服务业的营销经验，系统地介绍了服务业质量标准、人员管理、服务业定价、服务业营销技巧及服务业营销与有形产品营销的不同之处等方面的内容。书后所附的九个案例，介绍了加拿大租赁银行，AT&T等大公司在服务业成功的经验。本书内容新颖，语言简洁易懂，每个章节都有练习题，可作为大专院校经管类专业的教材，也是从事服务业营销与管理的有关人士的参考读物。

目录

part one Introduction

1. INTRODUCTION TO SERVICES

2. KEY COMPETITVE 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 EXPECTTIONS THROUGH MARKETING RESEARCH

7. BUILDING CUSTOMER RELATIONSHIPS THROUGH SEGMENTATION AND RETENTION STRTEGIES

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 ND PERFORMING SERVICE

11. EMPLOYEES ROLES IN SERVICE DELIVERY

12. DELIVERING SERVICE THROUGH INTERMEDIARIES

13. CUSTOMERS'ROLES IN SERVICE DELIVERY

14. MANAGIN DEMAND AND CAPACITY

15. INTERNATIONAL SERVICES MARKETING

PART SIX MANAGING SERVICE PROMISES

16. THE ROLE OF ADVERTISING, PERSONAL SELLING, AND OTHER COMMUNICATION

17. PRICING OF SERVICES

18. THE PHYSICAL EVIDENCE OF SERVICE

CASES