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Service Management And Marketing: Customer Management In Service Competition, 3Rd Ed
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ISBN
:
9788126512874
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Publisher
:
Wiley India Pvt Ltd
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Subject
:
Encyclopaedias & Reference Works
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Binding
:
Paperback
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Pages
:
496
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Year
:
2011
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729.0
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Description
The book contains fully updated researches from the services marketing and relationship marketing field. It also includes new material on service recovery along with an in depth discussion of the basic ground rules and objectives of marketing. Table of contents : Preface · The Service And Relationship Imperative: Managing In Service Competition · Managing Customer Relationships: An Alternative Paradigm In Management And Marketing · The Nature Of Services And Service Consumption, And Its Marketing Consequences · Service And Relationship Quality · Quality Management In Services · Return On Service And Relationships · Managing The Augmented Service Offering · Service Management Principles · Managing Productivity In Service Organizations · Managing Marketing Or Market-Oriented Management · Managing Integrated Marketing Communication And Total Communication · Managing Brand Relationships And Image · Customer-Focused Organization: Structure, Resources And Service Processes · Managing Internal Marketing: A Prerequisite For Successful Customer Management · Managing Service Culture: The Internal Service Imperative · Transforming A Manufacturing Firm Into A Service Business · Conclusions: Managing Services And Relationships Index Market Description : · Graduate· Advanced Undergraduate Students in Services Marketingand Management About Author : Christian Gronroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economics and Business Administration, Finland, where he is chairperson 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.
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