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    6. 服務業行銷與管理
    品質提升與價值創造6/e

    服務業行銷與管理

    Author 曾光華
    Publisher 景芸文化 /前程文化事業股份有限公司
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    Released
    2020/06/01
    Language
    Traditional Chinese
    File format
    EPUB fixed layout (153MB), fit in large screen and Pubook
    Pages
    850
    ID
    243379
    ISBN
    9789869822732.
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    庫存
    • Intro

    • Chapters

    • Author

    .適量、紮實、實務導向的學理論述
      本書以提升服務品質、創造顧客價值為核心理念,選取具實務價值的議題,為讀者建立適量、紮實的理論基礎。

      .行銷觀念影像化,增進學習效能
      「服務上影」,憑手機掃描QRCode,就可在短短幾分鐘內掌握每一章重要觀念。結合科技發展,讓學習突破空間與時間的限制。

      .多面向案例取材,提升學習興趣
      本版章首「台灣脈動」專欄選取台灣具變革創新、強調顧客價值或秉持良善理念而在經營上有所突破的案例;內文「國際視野」方塊收錄各類電影、網站、書籍、雜誌的素材;「典範人物」專欄描述台灣服務業的卓越人士,搭配人物相關影片連結QRCode。希望讀者能從不同面向認識服務業。

      .全彩拉頁海報.創新閱讀經驗
      本海報收錄一群走上「人跡罕至之路」的台灣服務業者,憑著對人文與土地的關懷、堅強的意志,為台灣服務業帶來創新、清新與生機。讀者將從中體會在地關懷的服務精神。

      .促進閱讀動機的文筆與編輯風格收集百餘張來自業界與媒體的照片,並以流暢的文筆、清晰的架構、美觀的排版,精采呈現服務行銷在生活與實務中的風貌。
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    第 1 章 服務業的崛起與重要性
    第 2 章 服務的內涵
    第 3 章 服務業消費者購買過程與行為
    第 4 章 顧客知覺價值、服務品質與顧客滿意度
    第 5 章 顧客關係與顧客忠誠度
    第 6 章 顧客體驗與體驗行銷
    第 7 章 服務的STP與創新
    第 8 章 服務實體環境
    第 9 章 服務人員
    第10章 服務流程與供需管理
    第11章 服務業的定價
    第12章 服務業的溝通
    第13章 服務業的通路
    第14章 服務業的企業功能與領導
    第15章 服務業的科技應用
    More
    曾光華

      學歷:政治大學企管學士、美國密蘇里大學行銷管理碩士、博士(1995)

      現職:中正大學企管系暨行銷管理研究所副教授、在職專班執行長

      經歷:重視另一種SCI(social contribution index),因此:
      ‧擔任多個政府單位、民間企業之企業諮詢顧問
      ‧每年受邀到各界演講或授課達百場,題目涵蓋行銷策略、服務行銷、創意思考、教學方法、電影賞析等,因擅長啟發學員思考而備受歡迎
      ‧出版「讓讀者讀得下、讀得懂、讀出興趣、讀出知識」的行銷教科書

      相關著作:《行銷管理》、《行銷管理概論》、《行銷學原理》、《服務業行銷與管理》、《觀光與餐旅行銷》、《金融服務行銷》、《消費者行為》、《行銷管理個案》、《行銷企劃》

      著作理念:作者喜愛從多元閱讀、悠閒旅遊、隨性攝影以及每年上百部電影中瞭解世界百態,並培養敏銳的觀察及獨立的見解;但最愛的還是透過講演與著書,以清晰的架構、深刻的分析和生動的溝通,讓更多人從大處看趨勢、從小處看現象、用感性與理性求知。
    More

    Details

    Released
    2020/06/01
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    243379
    ISBN
    9789869822732.

    行銷管理

    行銷

    Buy products firstAnd download app to watch

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