圣智学习

《营销学精选教材•英文影印版•服务营销精要概念、战略与案例(第3版)》主要内容：随着第一阶段启蒙和普及目标的实现，当前国内对于市场营销的研究和教育开始向两个方向发展：其一就是对当前国际学术界在市场营销研究前沿的追踪和深化；其二就是结合国内市场环境的特点和经济发展的需要，实现市场营销理论的本土化，发展对中国现实更有解释力的市场营销理论。我想，这两个方向会在相当长一段时间内影响国内市场营销学的研究和教育。

K.Doulas 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Joumal of Retailing、Joumal ofBusinessResearch等知名学术期刊上发表过多篇论文。

PART 1 AN OVERVIEW OF SERVICES MARKETING
Chapter 1 An Introduction to Services
Chapter 2 Fundamental Differences Between Goods and Services
Chapter 3 An Overview of the Services Sector
Chapter 4 The Consumer Decision Process in Services Marketing
Chapter 5 Ethical Issues in Services Marketing

PART 2 SERVICE STRATEGY: MANAGING THE SERVICE EXPERIENCE
Chapter 6 Service Delivery Process
Chapter 7 The Pricing of Services
Chapter 8 Developing the Service Communications Mix
Chapter 9 Managing the Firm\'s Physical Evidence
Chapter 10 People Issues: Managing Service Employees
Chapter 11 People Issues: Managing Service Customers

PART 3 ASSESSING AND IMPROVING SERVICE DELIVERY
Chapter 12 Defining and Measuring Customer Satisfaction
Chapter 13 Defining and Measuring Service Quality
Chapter 14 Service Failures and Recovery Strategies
Chapter 15 Customer Retention
Chapter 16 Putting the Pieces Together: Creating the Seamless Service Firm
PART 4
CASES
Glossary
Index