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1、服务营销学（Servicemarketing）ServicemarketingPrefaceServicemarketingThereareeighteenchapters,whicharedividedintofourpartsThesecondpart(thesecondchaptertothesixthchapter)Toanalyzetheplanningpart:analyzetheservicemarketServiceconsumptionbehaviorServiceconceptinnovationServicem
2、arketpositioningServicemarketingplanningandsoon.Thefourthpart(thefifteenthchaptertotheeighteenthchapter)Managementcontrolsection:TheservicemarketingcultureisemphasizedServiceperformanceevaluationOnlineserviceDevelopmentprospectsofserviceindustry.ChapteroneServicemarket
3、ingandservicemarketingSection1servicemarketingintheeraofknowledgeeconomyTwo,servicemarketingandeconomicglobalization1,therapiddevelopmentoftradeinservices2,theformationoffinancialglobalizationtrend3,informationglobalization4,theformationofinternationalmarketingnetworkE
4、conomicglobalizationhaspromotedthedevelopmentofservicemarketinginawiderrangeandmorefields,andinturn,theprosperityanddevelopmentofservicemarketingisalsoconducivetopromotingtherealizationofeconomicglobalization.ComparisonofthecharacteristicsofeconomicandsocialevolutionTh
5、eadventofserviceeconomyisprominentlyreflectedinthefollowingeconomicindicatorsandpsychologicalfeelings:1,inthecompositionofgrossnationalproductofeachcountry,theshareofthethirdindustryisbecominglargerandlarger.2,thenumberofemployeesengagedinserviceactivities,theproportio
6、nofthenumberoflaborforceemploymentisgettinghigherandhigher.3,inthecustomerpurchaseproducts,theservicecomponentismoreandmore.Thenewmarketchangesintheserviceeconomyera:1,theinternationalcompetitionisbecomingmoreandmoreintense.2,thetechnologicalandproductcharacteristicadv
7、antagesareusuallytransient.3,thedemandinthetraditionalmanufacturingfieldisgraduallyslowingdown.4,servicerepresentsanewgrowthpoint.CharacteristicsandevolutionofsecondsectionservicemarketingTwo,theevolutionofservicemarketingTheriseanddevelopmentofservicemarketinginthethi
8、rdsectionTwo,thedevelopmentofservicemarketingThefourthsectionofservicemarketingandmarketingTwo,thedifferencebetweense
