| 词条 | 服务营销精要（概念、战略与案例） |
| 释义 | 基本信息作 者：霍夫曼（K．Douglas Hoffman），John E．G．Bateson著 出版社：北京大学出版社 ISBN：9787301132050 出版时间：2008-07-01 版 次：1 页 数：586 装 帧：平装 开 本：16开 所属分类：图书 > 教材教辅 > 大学教材教辅 图书 > 管理 > 市场营销 内容简介市场营销学是在管理学、行为科学（心理学和社会学）和定量分析（数学和计量经济学）这三门较成熟学科的基础之上发展起来的独立学科。因此，市场营销学有三个侧重：侧重于管理学的叫做“市场营销学理论”，侧重行为科学的称为“消费者行为学”，而侧重营销方法论以及由此延伸出的定量分析手段的则是“市场营销科学”。 作者简介K．Douglas Hoffman美国科罗拉多州立大学营销学教授，曾获教学优秀奖，主要教学与研究兴趣在服务营销领域。他分别在密西西比州立大学、北卡罗来纳大学和科罗拉多州立大学首先开设服务营销课程。他曾在JournalofRetailing、JournalofBusinessResearch等知名学术期刊上发表过多篇论文。 John E．G．Bateson英国伦敦商学院营销学副教授．他于哈佛商学院获得营销学博士学位．曾在JournalofMarketing、JournalofRetailing等知名学术期刊上发表过大量有关服务营销的文章．还在服务营销领域提供广泛的咨询服务 目录Preface V PART1 l AN OVERVIEW OF SERVICES MARKETING Chapter 1An Introduction to Services What IS a Service? Framing the Service Experience：The Servuction Model Why Study Services? The Services Revolution：A Change In Perspective Summary Chapter 2Fundamental Differences Between Goods and Services Intangibility：The Mother Of All Unique Differences Inseparability Heterogeneity Perishability SummarV Chapter 3An Overview of the Services Sector What lS The Service Economy? Service Classification Schemes： What Can Service Industries Learn From One Another? Service Economy Growth：Key Influences and Concerns Predicted Keys of Success Within The Service Sector Summary Chapter 4 The Consumer Decision Process in Services Marketing The Consumer Decision Process：An Overview Special Considerations Pertaining to Services Summary Chapter 5EthicaI Issues in Services Marketing What Are Ethics? The Opportunity For Ethical Misconduct In Services Marketing Methods For Ethical Decision Making Issues That Create EthicaI Conflict Factors That Influence EthicaI Decision Making The Effects of EthicaI Misconduct Controlling EthicaI Decision Making Summary PART 2 SERVICE STRATEGY：MANAGING THE SERVICE EXPERIENCE Chapter 6Service Delivery Process Stages of Operational COmDetitiveness Ma rketing And Operations：Balance Is Critical In A Perfect World，Service Firms Would Be Efficient Applying The Efficiency Models To Service Firms The Art Of Blueprinting Summary Chapter 7 The Pricing of Services Perception Of Value Special Considerations Of Service Pricing Emerging Service Pricing Strategies Summary Chapter 8 Developing the Service Communications Mix Developing A Communications Strategy：The Basics The C0mmunjcations Mix As It Relates To Consumer Behavior C0nsideratiOns Special Problems OfThe Service COmmunications Mix General Guidelines For Developing Service Communications Special Considerations Of Professional Service Providers C0mmunicatiOns Tips For Professionals Summary Chapter 9Managing the Firms Physical Evidence The Strategic Role Of Physical Evidence Chapter 1 0 People Issues：Managing Service Employees Chapter 1 1 People Issues：Managing Service Customers PART 3 l ASSESSING AND IMPROVING SERVICE DELIVERY Chapter 1 2 Defining and Measuring Customer Satisfaction Chapter 1 3 Defining and Measuring Service Quality Chapter 1 4Service Failures and Recovery Strategies Chapter 1 5Customer Retention Chapter 1 6 Putting the Pieces Together Creating the Seamless Service Firm PART 4 CASES |
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