服务市场营销：英文版

    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。

    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。

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