- Häftad (Paperback)
- Antal sidor
- 3 Rev ed
- John Wiley & Sons Ltd
- 235 x 189 x 25 mm
- Antal komponenter
- 1020 g
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Service Management and Marketing
Customer Management in Service Competition
Fler böcker av Christian Gronroos
In Search of a New Logic for Marketing
The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the ...
Bloggat om Service Management and Marketing
Christian Gronroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economics and Business Administration, Finland. He is also the Chairman of the board of its research and knowledge centre CERS - Centre for Relationship Marketing and Service Management. Professor Gronroos' visiting professor or visiting scholar associations include Arizona State University, Stanford University, Lund University and Karlstad University, Sweden, University of Auckland, New Zealand, Nankai University, P.R.China, and Thammasat University, Thailand.
Preface vii 1 The Service and Relationship Imperative: Managing in Service Competition 1 2 Managing Customer Relationships: An Alternative Paradigm in Management and Marketing 23 3 The Nature of Services and Service Consumption, and its Marketing Consequences 51 4 Service and Relationship Quality 71 5 Quality Management in Services 111 6 Return on Service and Relationships 141 7 Managing the Augmented Service Offering 183 8 Service Management Principles 209 9 Managing Productivity in Service Organizations 233 10 Managing Marketing or Market-oriented Management 263 11 Managing Integrated Marketing Communication and Total Communication 303 12 Managing Brand Relationships and Image 329 13 Customer-focused Organization: Structure, Resources and Service Processes 347 14 Managing Internal Marketing: A Prerequisite for Successful Customer Management 383 15 Managing Service Culture: The Internal Service Imperative 415 16 Transforming a Manufacturing Firm into a Service Business 433 17 Conclusions: Managing Services and Relationships 453 Index 473