Service Management and Marketing

Managing the Service Profit Logic

Häftad, Engelska, 2015

AvChristian Gronroos,Helsinki) Gronroos, Christian (Swedish School of Economics

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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.The author has created a unique set of YouTube video lectures, one per chapter, to enhance the chapter topics and further bring the concepts to life: https://www.youtube.com/watch?v=Ok5aU-aB3VI&list=PLGI2ZA6GM9FsuxR0RV9VATJjLfPEzQVh-

Produktinformation

Utgivningsdatum2015-07-10
Mått183 x 231 x 20 mm
Vikt862 g
FormatHäftad
SpråkEngelska
Antal sidor544
Upplaga4
FörlagJohn Wiley & Sons Inc
ISBN9781118921449

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

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.

1 The Service and Relationship Imperative: Managing in Service Competition2 The Nature of Services and Service Consumption, and its Customer Management Implications3 The Service Profit Logic and Service Management Principles4 Service and Relationship Quality5 Quality Management in Services6 Return on Service and Relationships7 Managing the Augmented Service Offering8 Managing Productivity in Service Organizations9 Managing Marketing or Customer-Focused Management10 Managing Integrated Marketing Communication and Relationship Communication11 Managing Brand Relationships and Image12 The Role of Social Media in Services Management13 Customer-focused Organization: Structure, Resources and Service Processes14 Managing Internal Marketing: A Prerequisite for Successful Customer Management15 Managing Service Culture: The Internal Service Imperative16 Transforming a Manufacturing Firm into a Service Business17 Conclusions: Managing Sevice and Relationships