服務市場行銷

以服務業或服務經濟為主體，以提高服務業的市場效益和促進服務經濟的發展為目的的行銷。服務市場行銷主要買的是服務，其中在餐飲業、交通業、郵政業和電信業都有涉及。

服務市場行銷(英文版)

作者：瓦拉利A.蔡特哈姆爾 瑪麗.喬.比特納
市場價：￥72.00
出版社：機械工業出版社
ISBN：7111064291
出版日期：1998 年8月
頁碼：700
版次：1

內容簡介

本書作者根據已開發國家服務業的行銷經驗，系統地介紹了服務業質量標準、人員管理、服務業定價、服務業行銷技巧及服務業行銷與有形產品行銷的不同之處等方面的內容。書後所附的九個案例，介紹了加拿大租賃銀行，AT&T等大公司在服務業成功的經驗。本書內容新穎，語言簡潔易懂，每個章節都有練習題，可作為大專院校經管類專業的教材，也是從事服務業行銷與管理的有關人士的參考讀物。

目錄

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