Service Management and Marketing: A Customer Relationship Management Approach - Couverture souple

Gronroos, Christian

Couverture souple

ISBN 10 : 0471720348 ISBN 13 : 9780471720348

Editeur : John Wiley & Sons Ltd, 2000

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: John Wiley & Sons Ltd
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0471720348
• ISBN 13: 9780471720348
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 404
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible