内容简介

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。

目录

Contents 1 The nature of services marketing Introduction An overview of the services economy The nature of services Classification of services Services in manufacturing Summary Notes 2 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 3 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 4 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 5 Positioning and ditferentiation oi services The evolulion of positioning Competitive differentialion of services Positioning and services The levels of positioning The process of positioning The importance of positioning Notes 6 Tbe sewices marketing mix The marketing mix elements The service product Pricing the service Place: service location and channels Promotion and communication of services People in services Processes Customer service Developing a marketing mix strategy Notes 7 Marketing plans tor services The marketing planning process Strategic context Situation review Marketing strategy formulation Resource allocation and monitoring Marketing planning and services Notes 8 The customer-focusetl service organization Customer service. quality and marketing Service quality Improving service quality Customer retention The relationship marketing programme Developing a marketing orientation Summary Notes Further reading Index