Based on a conceptual analysis of marketing texts and a case study of a service firm that utilizes innovative approaches to managing organizations, this book presents a critical examination of marketing as a managerial practice.
Based on a conceptual analysis of marketing texts and a case study of a service firm that utilizes innovative approaches to managing organizations, this book presents a critical examination of marketing as a managerial practice.
Per Skålén is Associate Professor of Business Administration at the Service Research Center, Karlstad University, Sweden. He is the co-author of Marketing Discourse - A Critical Perspective (with Martin Fougére and Markus Fellesson), also published by Routledge.
Inhaltsangabe
Preface 1. Introduction 2. Power and Marketing 3. The Bureaucratic Organization and the Reactive Employee 4. 'I Want To Help You': The Power of Market and Service Orientation 5. The Power/Knowledge of Service Quality and Coaching 6. The Managerial Rationality of Relationship Marketing 7. From Prescribing Marketing Practices to Studying Marketing as Practice. Appendix: Methodology and Methods. Notes. Bibliography. Index
Preface 1. Introduction 2. Power and Marketing 3. The Bureaucratic Organization and the Reactive Employee 4. 'I Want To Help You': The Power of Market and Service Orientation 5. The Power/Knowledge of Service Quality and Coaching 6. The Managerial Rationality of Relationship Marketing 7. From Prescribing Marketing Practices to Studying Marketing as Practice. Appendix: Methodology and Methods. Notes. Bibliography. Index
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