Service Management and Marketing by Christian Gronroos

Service Management and Marketing by Christian Gronroos

A service can be defined as any activity or benefit that one party can offer to another, which is essentially intangible and does not result in the ownership of anything. Services encompass a very wide range of activities e.g health care, education, tourism, insurance and finance. This is the second edition of a very successful book written by one of the leading writers and researchers in services marketing and management. The most important change in this new edition is a greater emphasis on the relationship approach to services marketing. The contents of this book are: 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 Services and Relationships; Managing the Augmented Service Offering; Principles of Service Management; Managing Service Productivity; Managing Marketing or Market-oriented Management; Managing Total Integrated Marketing Communication; Managing Brand Relationships and Image; Market-oriented Organization - Structure, Resources and Service Processes; Managing Internal Marketing; Managing Service Culture - The Internal Service Imperative; and Conclusions.

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 center CERS (Centre for Relationship Marketing and Service Management). He is also a former visiting professor at Arizone State University and a research fellow of its Center for Services Marketing 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.

SKU	Unavailable
ISBN 13	9780471720348
ISBN 10	0471720348
Title	Service Management and Marketing
Author	Christian Gronroos
Condition	Unavailable
Binding Type	Paperback
Publisher	John Wiley and Sons Ltd
Year published	2000-07-27
Number of pages	404
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable