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Service Management and Marketing Customer Management in Service Competition

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ISBN-10: 1118921445

ISBN-13: 9781118921449

Edition: 4th 2014

Authors: Christian Gronroos

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This text examines why managing the marketing function has become a responsibility for top–level executives; and why the total marketing function is spread throughout the organization and executing marketing has become a responsibility for practically everyone. Describes the nature and scope of market–oriented management in service competition Takes a management approach and strategic focus Draws from a wide base of international research and provides numerous examples.
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Book details

Edition: 4th
Copyright year: 2014
Publisher: John Wiley & Sons, Limited
Publication date: 7/10/2015
Binding: Paperback
Pages: 536
Size: 7.25" wide x 9.00" long x 1.00" tall
Weight: 2.090
Language: English