书籍详情
服务市场营销：英文版
作者：（美）瓦拉利·A.蔡特哈姆尔（Valarie A.Zeithaml），（美）玛丽·乔·比特纳（Mary Jo Bitner）著
出版社：机械工业出版社
出版时间：1998-08-01
ISBN：9787111064299
定价：¥72.00
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内容简介
在国内，服务业正以惊人的速度发展，然而有关的服务业营销理论和经验还很不足。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，介绍了加拿大租凭银行，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。
作者简介
暂缺《服务市场营销：英文版》作者简介
目录
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
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
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