所有產業都具有「服務」的特性，以實務的角度切入，探討當今重要產業議題；兼顧流程觀點，了解組織因應方式，並認識常見的行銷實務與操作。介紹與議題相關的重要學者與觀點，結合理論與生活，融入並應用於日常見聞之中；介紹當代熱門議題，如：社會企業、服務創新等，並藉由個案教學及議題討論，激發更多元的觀點。All industries have the characteristics of "service". We will explore today's important industry issues from a practical perspective. We will also take into account the process perspective, understand how organizations respond, and understand common marketing practices and operations. Introduce important scholars and views related to the topic, combine theory and life, integrate and apply it to daily news; introduce contemporary hot topics, such as social enterprises, service innovation, etc., and inspire more through case teaching and topic discussions Yuan's point of view.
� 曾光華 著，《服務行銷與管理》（前程文化）
� James and mona fitzsimmons 著，周瑛琪 審閱，《服務管理》（高立圖書）
� Zeng Guanghua, "Service Marketing and Management" (Qiancheng Culture)
� James and Mona fitzsimmons, reviewed by Zhou Yingqi, "Service Management" (Gaoli Books)
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