服务产品策略知识训练讲义
Chapter Learning Objectives
To understand the nature and importance of servicesTo identify the characteristics of services that differentiate them from goodsTo describe how the characteristics of services influence the development of marketing mixes for servicesTo understand the importance of service quality and explain how to deliver exceptional service qualityTo explore the nature of nonprofit marketing
Copyright  Houghton Mifflin Company. All rights reserved.*
Chapter Outline
Th ...