Service Management and Marketing Customer Management in Service Competition

ISBN-10: 0470028629

ISBN-13: 9780470028629

Edition: 3rd 2007

Authors: Christian Gronroos

List price: $79.95
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In examining the new rules of service competition, the author discusses what important issues constitute the three levels of internal marketing, the four basic strategy options, and the five rules of service.
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Book details

List price: $79.95
Edition: 3rd
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/27/2007
Binding: Paperback
Pages: 496
Size: 7.75" wide x 9.25" long x 1.00" tall
Weight: 2.2
Language: English

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
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