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超值推薦-Services Marketing 7/e

博客來專業及教科書及政府出版品-管理類分類熱銷好書

　　NEW! Get students to build on their principles of marketing knowledge: Revised Framework. The text is organized around a revised framework that seamlessly builds on the topics learned in a principles or marketing management course: *Part I explains the nature of services, how to understand services, how consumer behavior relates to services, and how to position services. This part lays the foundation for studying services and learning how to become an effective service marketer.

　　*Part II covers the development of the service concept and its value proposition, and revisits the traditional marketing mix—Product, Place, Price, and Promotion—expanding each of the 4 P’s to apply to specific services characteristics.

　　*Part III focuses on managing the interface between customers and the service organization. It covers the additional 3 P's (Process, Physical Environment, and People) that are specific to services marketing.

　　*Part IV addresses four key issues in implementing and managing effective services marketing. These four issues include building customer loyalty, complaint handling and service recovery, improving service quality and productivity, and striving for service leadership.
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