 Service Management and Marketing: Customer Management in Service Competition, 3rd Edition
ISBN: 978-0-470-02862-9
Paperback
496 pages
March 2007
US $75.00
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1 The Service and Relationship Imperative: Managing in Service Competition.
2 Managing Customer Relationships: An Alternative Paradigm in Management and Marketing.
3 The Nature of Services and Service Consumption, and its Marketing Consequences.
4 Service and Relationship Quality.
5 Quality Management in Services.
6 Return on Service and Relationships.
7 Managing the Augmented Service Offering.
8 Service Management Principles.
9 Managing Productivity in Service Organizations.
10 Managing Marketing or Market-oriented Management.
11 Managing Integrated Marketing Communication and Total Communication.
12 Managing Brand Relationships and Image.
13 Customer-focused Organization: Structure, Resources and Service Processes.
14 Managing Internal Marketing: A Prerequisite for Successful Customer Management.
15 Managing Service Culture: The Internal Service Imperative.
16 Transforming a Manufacturing Firm into a Service Business.
17 Conclusions: Managing Services and Relationships.
Index.
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