Service Management and Marketing Customer Management in Service Competition

Name: Service Management and Marketing Customer Management in Service Competition
Price: 7.7 USD
Availability: InStock
ISBN: 9780470028629

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.

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



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