《服務行銷精要（概念、戰略與案例）》是北京大學出版社出版的圖書，ISBN是9787301132050。
基本介紹
- 書名：服務行銷精要（概念、戰略與案例）
- 出版社：北京大學出版社
- 裝幀：平裝
- 開本：16
基本信息,內容簡介,作者簡介,目錄,
基本信息
作 者：霍夫曼（K．Douglas Hoffman），John E．G．Bateson著
出版社：北京大學出版社
ISBN：9787301132050
出版時間：2008-07-01
版 次：1
頁 數：586
裝 幀：平裝
開 本：16開
所屬分類：圖書 > 教材教輔 > 大學教材教輔
內容簡介
市場行銷學是在管理學、行為科學（心理學和社會學）和定量分析（數學和計量經濟學）這三門較成熟學科的基礎之上發展起來的獨立學科。因此，市場行銷學有三個側重：側重於管理學的叫做“市場行銷學理論”，側重行為科學的稱為“消費者行為學”，而側重行銷方法論以及由此延伸出的定量分析手段的則是“市場行銷科學”。
作者簡介
K．Douglas Hoffman美國科羅拉多州立大學行銷學教授，曾獲教學優秀獎，主要教學與研究興趣在服務行銷領域。他分別在密西西比州立大學、北卡羅來納大學和科羅拉多州立大學首先開設服務行銷課程。他曾在JournalofRetailing、JournalofBusinessResearch等知名學術期刊上發表過多篇論文。
John E．G．Bateson英國倫敦商學院行銷學副教授．他於哈佛商學院獲得行銷學博士學位．曾在JournalofMarketing、JournalofRetailing等知名學術期刊上發表過大量有關服務行銷的文章．還在服務行銷領域提供廣泛的諮詢服務
目錄
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
