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　　分類: 图书,管理,市场/营销,销售,

作者： （美）蔡特哈姆尔等著

出 版 社： 机械工业出版社

出版时间： 1998-8-1字数：版次：页数：印刷时间：开本：印次：纸张：I S B N ： 9787111064299包装： 精装编辑推荐

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。

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。

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

 

 

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