服务营销

　　服务市场营销组合的构成要素是什么？服务企业的市场营销组合与其他企业有什么不同？如何才能制定合理的服务战略，以便更有效地参与竞争？服务企业在国际范围内扮演何种角色？本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。

暂缺《服务营销》作者简介

     Contents
   The nature of services marketing
    Introduction
    An overview of the services economy
    The nature of services
    Classification of services
   Services in manufacturing
    Summary
    Notes
    Services marketing and relationship marketing
    The role of marketing
    Services and the marketing mix
    The evolution of services marketing
    Relationship marketing
    Determining market emphasis in relationship marketing
    The essence of services marketing
    Notes
    Developing an effective service mission
    A mission for services
    The nature of corporate missions
    Service mission statements
   Developing a service mission
    The realizable mission
    Notes
   Services market segmentation
    The process of market segmentation
    Definition of the relevant market
    Identifying alternative bases for segmentation
    Selection of best base(s) for segmentation
    Identify and select target market segments
    Segmentation, positioning and marketing mix strategy
    Notes
   Positioning and differentiation of services
    The evolution of positioning
    Competitive differentiation of services
    Positioning and services
    The levels of positioning
    The process of positioning
    The importance of positioning
    Notes
   The services marketing mix
    The marketing mix elements
    The service product
    Pridng the service
    Place: service location and channels
    Promotion and communication of services
    People in services
    Processes
   Customer service
    Developing a marketing mix strategy
    Notes
    Marketing plans for services
   The marketing planning process
    Strategic context
    Situation review
   Marketing strategy formulation
    Resource allocation and monitoring
    Marketing planning and services
    Notes
    Developing a marketing orientation
    Summary
   Notes