Book description
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.
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Contents
- Preface
- Chapter 1: The Service and Relationship Imperative: Managing in Service Competition
- Chapter 2: The Nature of Service and Service Consumption, and its Customer Management Implications
- Chapter 3: The Service Profit Logic and Service Management Principles
- Chapter 4: Service and Relationship Quality
- Chapter 5: Quality Management in Service
- Chapter 6: Return on Service and Relationships
- Chapter 7: Managing the Augmented Service Offering
- Chapter 8: Managing Productivity in Service Organizations
- Chapter 9: Managing Marketing or Customer-Focused Management
- Chapter 10: Managing Integrated Marketing Communication and Relationship Communication
- Chapter 11: Managing Brand Relationships and Image
- Chapter 12: Social Media in Service Management and Marketing Written by Johanna Gummerus
- Chapter 13: Customer-Focused Organization: Structure, Resources and Service Processes
- Chapter 14: People Management: Internal Marketing as a Prerequisite for Successful Customer Management
- Chapter 15: Managing Service Culture: The Internal Service Imperative
- Chapter 16: Transforming a Manufacturing Firm into a Service Business
- Chapter 17: Conclusions: Managing Service and Relationships
- Index
Product information
- Title: Service Management and Marketing: Managing the Service Profit Logic, 4th Edition
- Author(s):
- Release date: January 2016
- Publisher(s): Wiley
- ISBN: 9781118921449
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