Service Management and Marketing – Managing the Service Profit Logic 4e
Managing the Service Profit Logic
Paperback Engels 2015 4e druk 9781118921449Samenvatting
Written by a leading pioneer in the field, the revised and updated fourth edition of this successful text examines service management and management in service competition from the point of view of the service profit logic. It focuses on adopting service logic in the management of service firms as well as of product manufacturers which want to become service providers.
With a wide base of examples, Christian Grönroos draws on decades of experience to explain how to manage any organization as a service business and move closer to current and future customers. Service logic and service management are all about customer–focused outside–in management, using current academic research and business practice to make organizations more successful in the service–based economy.
Specificaties
Lezersrecensies
Inhoudsopgave
<p>2 The Nature of Services and Service Consumption, and its Customer Management Implications</p>
<p>3 The Service Profit Logic and Service Management Principles</p>
<p>4 Service and Relationship Quality</p>
<p>5 Quality Management in Services</p>
<p>6 Return on Service and Relationships</p>
<p>7 Managing the Augmented Service Offering</p>
<p>8 Managing Productivity in Service Organizations</p>
<p>9 Managing Marketing or Customer–Focused Management</p>
<p>10 Managing Integrated Marketing Communication and Relationship Communication</p>
<p>11 Managing Brand Relationships and Image</p>
<p>12 The Role of Social Media in Services Management</p>
<p>13 Customer–focused Organization: Structure, Resources and Service Processes</p>
<p>14 Managing Internal Marketing: A Prerequisite for Successful Customer Management</p>
<p>15 Managing Service Culture: The Internal Service Imperative</p>
<p>16 Transforming a Manufacturing Firm into a Service Business</p>
<p>17 Conclusions: Managing Sevice and Relationships</p>
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