Service Management and Marketing

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Beschreibung

Written by a leading pioneer in the field, the revised and updated fourth edition of this successful text examines service management and management in service competition from the point of view of the service profit logic. It focuses on adopting service logic in the management of service firms as well as of product manufacturers which want to become service providers.

With a wide base of examples, Christian Grönroos draws on decades of experience to explain how to manage any organization as a service business and move closer to current and future customers. Service logic and service management are all about customer-focused outside-in management, using current academic research and business practice to make organizations more successful in the service-based economy.

Über den Autor

Christian Gronroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economics and Business Administration, Finland, where he is chair of the research centre CERS (Centre for Relationship Marketing and Service Management). He is also a former visiting Professor at Arizona State University and a research fellow of its Centre for Services Marketing and Management. He has received the American Marketing Association's Award for Lifetime Contribution to the services field and has been involved in executive education in Europe, North America, Latin America, Asia (including mainland China), Australia and New Zealand.

Inhaltsverzeichnis

1 The Service and Relationship Imperative: Managing in Service Competition

2 The Nature of Services and Service Consumption, and its Customer Management Implications

3 The Service Profit Logic and Service Management Principles

4 Service and Relationship Quality

5 Quality Management in Services

6 Return on Service and Relationships

7 Managing the Augmented Service Offering

8 Managing Productivity in Service Organizations

9 Managing Marketing or Customer-Focused Management

10 Managing Integrated Marketing Communication and Relationship Communication

11 Managing Brand Relationships and Image

12 The Role of Social Media in Services Management

13 Customer-focused Organization: Structure, Resources and Service Processes

14 Managing Internal Marketing: A Prerequisite for Successful Customer Management

15 Managing Service Culture: The Internal Service Imperative

16 Transforming a Manufacturing Firm into a Service Business

17 Conclusions: Managing Sevice and Relationships

Details

Erscheinungsjahr:	2015
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	536 S.
ISBN-13:	9781118921449
ISBN-10:	1118921445
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Gronroos, Christian
Hersteller:	John Wiley & Sons John Wiley & Sons Inc
Maße:	233 x 189 x 30 mm
Von/Mit:	Christian Gronroos
Erscheinungsdatum:	10.07.2015
Gewicht:	0,855 kg

Artikel-ID: 104840658