Service Management and Marketing (häftad)
Fler böcker inom
Häftad (Paperback)
Antal sidor
3 Rev ed
John Wiley & Sons Ltd
235 x 189 x 25 mm
1020 g
Antal komponenter
Service Management and Marketing (häftad)

Service Management and Marketing

Customer Management in Service Competition

Häftad Engelska, 2007-01-01


"Professor Gronroos presents the most scholarly and provocative examination of services marketing. This book will challenge companies to rethink how they should manage their services in building their competitive strength and profitability. Gronroos continues as one of service marketing's most original and able thinkers." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing J.L. Kellogg School of Management, Northwestern University "Christian Gronroos is a globally recognized expert on services management and marketing. His innovative thinking and writing in this book offer fresh insights on this timely topic." -Stephen W. Brown, PhD, Carson Chair, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University "After three decades of contributions to services, Gronroos keeps pioneering the field. In this new edition he recognizes the dramatic changes in the perception of service that are in the making. It is a creative book which does not just list various service issues but adds the author's personal touch to each of them." -Professor Evert Gummesson, Stockholm University School of Business, Sweden This fully updated third edition examines customer management in service competition and focuses on adopting a service logic in marketing. Christian Gronroos explains how to manage any organization as a service business, showing how to move closer to current and future customers. The service logic is all about customer focused management and service management, using current academic research and business practice to make organizations more successful. Topics that have been updated for the new edition include:* Service and relationship perspectives* Service and relationship quality* Service management principles* Profitability and productivity in services* Integrated marketing communication* Relationship communication and branding in services* Internal marketing and service culture* Why and how to transform a product-manufacturing firm into a service business
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Fler böcker av Christian Gronroos

  • In Search of a New Logic for Marketing

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    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 ...

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Övrig information

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