服务营销

出版时间：1998-06-01  出版社：中国人民大学出版社  作者：艾德里安.佩恩  
Tag标签：无  

内容概要

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。

书籍目录

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