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Service Management and Marketing: Managing the Service Profit Logic, 4th Edition

ISBN: 978-1-119-09284-1
536 pages
July 2015, ©2014
Service Management and Marketing: Managing the Service Profit Logic, 4th Edition (1119092841) cover image

Description

  • 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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Table of Contents

1 The Service and Relationship Imperative: Managing in Service Competition

2 The Nature of Services and Service Consumption, and its Customer Management Implications

3 The Service Profit Logic and Service Management Principles

4 Service and Relationship Quality

5 Quality Management in Services

6 Return on Service and Relationships

7 Managing the Augmented Service Offering

8 Managing Productivity in Service Organizations

9 Managing Marketing or Customer-Focused Management

10 Managing Integrated Marketing Communication and Relationship Communication

11 Managing Brand Relationships and Image

12 The Role of Social Media in Services Management

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 Sevice and Relationships

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Author Information

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 centre CERS (Centre for Relationship Marketing and Service Management). He is also a former visiting Professor at Arizona State University and a research fellow of its Centre for Services Marketing and 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.
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New to This Edition

Updates to this New Edition include:

•             Service as a business and marketing perspective

•             The nature of the service profit logic and outside-in management

•             The service and relationship imperative

•             Marketing as making organizations meaningful to their customers

•             Transforming manufacturing firms into service businesses

•             New cases and managerial implications

•             A new chapter on social media and the new reality of word of mouth communication

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The Wiley Advantage

  • Written by a leading pioneer in the field, drawing on decades of experience
  • Draws from a wide base of international research and provides numerous international examples
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