圣智学习

市场营销学是在管理学、行为科学（心理学和社会学）和定量分析（数学和计量经济学）这三门较成熟学科的基础之上发展起来的独立学科。因此，市场营销学有三个侧重：侧重于管理学的叫做“市场营销学理论”，侧重行为科学的称为“消费者行为学”，而侧重营销方法论以及由此延伸出的定量分析手段的则是“市场营销科学”。

K．Douglas Hoffman美国科罗拉多州立大学营销学教授，曾获教学优秀奖，主要教学与研究兴趣在服务营销领域。他分别在密西西比州立大学、北卡罗来纳大学和科罗拉多州立大学首先开设服务营销课程。他曾在JournalofRetailing、JournalofBusinessResearch等知名学术期刊上发表过多篇论文。
John E．G．Bateson英国伦敦商学院营销学副教授．他于哈佛商学院获得营销学博士学位．曾在JournalofMarketing、JournalofRetailing等知名学术期刊上发表过大量有关服务营销的文章．还在服务营销领域提供广泛的咨询服务。

Preface V
PART1 l AN OVERVIEW OF SERVICES MARKETING
Chapter 1An Introduction to Services
What IS a Service?
Framing the Service Experience：The Servuction Model
Why Study Services?
The Services Revolution：A Change In Perspective
Summary
Chapter 2Fundamental Differences Between Goods and Services
Intangibility：The Mother Of All Unique Differences
Inseparability
Heterogeneity
Perishability
SummarV
Chapter 3An Overview of the Services Sector
What lS The Service Economy?
Service Classification Schemes：
What Can Service Industries Learn From One Another?
Service Economy Growth：Key Influences and Concerns
Predicted Keys of Success Within The Service Sector
Summary
Chapter 4 The Consumer Decision Process in Services Marketing
The Consumer Decision Process：An Overview
Special Considerations Pertaining to Services
Summary
Chapter 5EthicaI Issues in Services Marketing
What Are Ethics?
The Opportunity For Ethical Misconduct
In Services Marketing
Methods For Ethical Decision Making
Issues That Create EthicaI Conflict
Factors That Influence EthicaI Decision Making
The Effects of EthicaI Misconduct
Controlling EthicaI Decision Making
Summary

PART 2 SERVICE STRATEGY：MANAGING THE SERVICE EXPERIENCE
Chapter 6Service Delivery Process
Stages of Operational COmDetitiveness
Ma rketing And Operations：Balance Is Critical
In A Perfect World，Service Firms Would Be Efficient
Applying The Efficiency Models To Service Firms
The Art Of Blueprinting
Summary
Chapter 7 The Pricing of Services
Perception Of Value
Special Considerations Of Service Pricing
Emerging Service Pricing Strategies
Summary
Chapter 8 Developing the Service Communications Mix
Developing A Communications Strategy：The Basics
The C0mmunjcations Mix As It Relates
To Consumer Behavior C0nsideratiOns
Special Problems OfThe Service COmmunications Mix
General Guidelines For Developing
Service Communications
Special Considerations Of Professional Service Providers
C0mmunicatiOns Tips For Professionals
Summary
Chapter 9Managing the Firm\'s Physical Evidence
The Strategic Role Of Physical Evidence
Chapter 1 0 People Issues：Managing Service Employees
Chapter 1 1 People Issues：Managing Service Customers

PART 3 l ASSESSING AND IMPROVING SERVICE DELIVERY
Chapter 1 2 Defining and Measuring Customer Satisfaction
Chapter 1 3 Defining and Measuring Service Quality
Chapter 1 4Service Failures and Recovery Strategies
Chapter 1 5Customer Retention
Chapter 1 6 Putting the Pieces Together
Creating the Seamless Service Firm

PART 4 CASES