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  • 定價:1,240 元
Services Marketing
作  /  譯    者 : Valarie A. Zeithaml,Mary Jo Bitner,Dwayne D. Gremler
I S B N -  13 : 9780071086967
I S B N -  10 : 007108696X
類             別: 服務行銷
版             次: 6 版
年             份: 2013
規             格: 642 頁
出     版     商: McGraw Hill Education
教師教學配件: 教學資源光碟(PowerPoint/教師手冊/題庫)
     

1.Cross-Functional Treatment of Issues: through integration of marketing with other disciplines such as operations and human resources. This coverage illustrates to students the strong role that teams play in the business world and specifically in developing and marketing a service.

2.Students Develop the Skills Needed to Market a Service: Students learn how to apply basic marketing concepts in the service environment.

3.Three Service Ps: People, Physical Evidence, Process: Builds upon the traditional marketing mix to address differences between marketing of services and tangible goods.

4.Focus on Customer Relationships and Relationship Marketing Strategies: Integrated throughout the text to reinforce the role that relationship marketing plays in marketing a service.

5.Emphasis on Service Quality Measurement: Reflects the importance good companies place on their ability to quantify and measure service quality as they strive to build customer loyalty and evaluate the effectiveness and efficiency of service offerings.

6.Detailed Coverage of Service Development Processes:cluding a detailed and complete introduction to service blueprinting a tool for describing, designing and positioning services exposes students to forward-thinking ideas intended to better match service with customer expectations.

PARTⅠ FOUNDATIONS FOR SERVICES MARKETING
Ch 1 Introduction to Services
Ch 2 Conceptual Framework of the Book: The Gaps Model of Service Quality

PART Ⅱ FOCUS ON THE CUSTOMER
Ch 3 Customer Expectations of Service
Ch 4 Customer Perceptions of Service

PART Ⅲ UNDERSTANDING CUSTOMER REQUIREMENTS
Ch 5 Listening to Customers through Research
Ch 6 Building Customer Relationships
Ch 7 Service Recovery

PART Ⅳ ALIGNING SERVICE DESIGN AND STANDARDS
Ch 8 Service Innovation and Design
Ch 9 Customer-Defined Service Standards
Ch10 Physical Evidence and the Servicescape

PART Ⅴ DELIVERING AND PERFORMING SERVICE
Ch11 Employees' Roles in Service Delivery
Ch12 Customers' Roles in Service Delivery
Ch13 Managing Demand and Capacity

PART Ⅵ MANAGING SERVICE PROMISES
Ch14 Integrated Services Marketing Communications
Ch15 Pricing of Services

PART Ⅶ SERVICE AND THE BOTTOM LINE
Ch16 The Financial and Economic Impact of Service

◎作者:Valarie A. Zeithaml
 現職:University of North Carolina

◎作者:Mary Jo Bitner
 現職:Arizona State University

◎作者:Dwayne D. Gremler
 現職:Bowling Green State University

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