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Service Management and Marketing: Customer Management in Service Competition, 3rd Edition

Service Management and Marketing: Customer Management in Service Competition, 3rd Edition

Christian Gronroos

ISBN: 978-0-470-72748-5 July 2011 496 Pages




"Professor Grönroos presents the most scholarly and provocative examination of services marketing. This book will challenge companies to rethink how they should manage their services in building their competitive strength and profitability. Grönroos continues as one of service marketing's most original and able thinkers."
Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing J.L. Kellogg School of Management, Northwestern University

"Christian Grönroos is a globally recognized expert on services management and marketing. His innovative thinking and writing in this book offer fresh insights on this timely topic."
Stephen W. Brown, PhD, Carson Chair, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University

"After three decades of contributions to services, Grönroos keeps pioneering the field. In this new edition he recognizes the dramatic changes in the perception of service that are in the making. It is a creative book which does not just list various service issues but adds the author's personal touch to each of them."
Professor Evert Gummesson, Stockholm University School of Business, Sweden

This fully updated third edition examines customer management in service competition and focuses on adopting a service logic in marketing. Christian Grönroos explains how to manage any organization as a service business, showing how to move closer to current and future customers. The service logic is all about customer focused management and service management, using current academic research and business practice to make organizations more successful.

Topics that have been updated for the new edition include:

  • Service and relationship perspectives
  • Service and relationship quality
  • Service management principles
  • Profitability and productivity in services
  • Integrated marketing communication
  • Relationship communication and branding in services
  • Internal marketing and service culture
  • Why and how to transform a product-manufacturing firm into a service business

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Preface vii

1 The Service and Relationship Imperative: Managing in Service Competition 1

2 Managing Customer Relationships: An Alternative Paradigm in Management and Marketing 23

3 The Nature of Services and Service Consumption, and its Marketing Consequences 51

4 Service and Relationship Quality 71

5 Quality Management in Services 111

6 Return on Service and Relationships 141

7 Managing the Augmented Service Offering 183

8 Service Management Principles 209

9 Managing Productivity in Service Organizations 233

10 Managing Marketing or Market-oriented Management 263

11 Managing Integrated Marketing Communication and Total Communication 303

12 Managing Brand Relationships and Image 329

13 Customer-focused Organization: Structure, Resources and Service Processes 347

14 Managing Internal Marketing: A Prerequisite for Successful Customer Management 383

15 Managing Service Culture: The Internal Service Imperative 415

16 Transforming a Manufacturing Firm into a Service Business 433

17 Conclusions: Managing Services and Relationships 453

Index 473

  • New chapter on how manufacturing firms can become service businesses.
  • The chapter on internal marketing now covers a relationship-mediated approach to encourage service-focused employees.
  • New material on service recovery.
  • Describes the nature and scope of market-oriented management in service competition
  • Takes a management approach and strategic focus
  • The text draws from a wide base of international research and provides numerous international examples