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服务营销2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

（美）艾德里安·佩恩（Adrian Payne）著著
出版社：北京：中国人民大学出版社；普兰蒂斯霍尔出版公司
ISBN：7300024610
出版时间：1997
标注页数：253页
文件大小：10MB
文件页数：263页
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图书目录

Contents1

1 The nature of services marketing1

Introduction11

An overview of the services economy2

The nature of services6

Classification of services10

Services in manufacturing16

Summary18

Notes20

2 Services marketing and relationship marketing21

The role of marketing21

Services and the marketing mix24

The evolution of services marketing26

Relationship marketing30

Determining market emphasis in relationship marketing37

The essence of services marketing40

Notes41

3 Developing an effective service mission42

A mission for services42

The nature of corporate missions43

Service mission statements49

Developing a service mission57

The realizable mission62

4 Services market segmentation66

The process of market segmentation66

Definition of the relevant market70

Identifying alternative bases for segmentation71

Selection of best base(s) for segmentation84

Identify and select target market segments85

Segmentation, positioning and marketing mix strategy90

Notes93

5 Positioning and differentiation of services94

The evolution of positioning94

Competitive differentiation of services96

Positioning and services101

The levels of positioning105

The process of positioning108

The importance of positioning120

Notes121

6 The services marketing mix122

The marketing mix elements122

The service product124

Pricing the service136

Place: service location and channels143

Promotion and communication of services150

People in services163

Processes168

Customer service174

Developing a marketing mix strategy178

Notes180

7 Marketing plans for services183

The marketing planning process183

Strategic context184

Situation review189

Marketing strategy formulation200

Resource allocation and monitoring207

Marketing planning and services211

Notes213

8 The customer-focused service organization214

Customer service, quality and marketing214

Service quality218

Improving service quality222

Customer retention229

The relationship marketing programme232

Developing a marketing orientation234

Summary244

Notes245