标签：客户管理系统,客户服务,
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32ServicesMarketing
ChapterLearningObjectives
Tounderstandthenatureandimportanceofservices
Toidentifythecharacteristicsofservicesthatdifferentiatethemfromgoods
Todescribehowthecharacteristicsofservicesinfluencethedevelopmentofmarketingmixesforservices
Tounderstandtheimportanceofservicequalityandexplainhowtodeliverexceptionalservicequality
Toexplorethenatureofnonprofitmarketing
ChapterOutline
TheNatureandImportanceofServices
CharacteristicsofServices
DevelopingandManagingMarketingMixesforServices
ServiceQuality
NonprofitMarketing
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