Christian Gronroos

Service Management and Marketing

Managing the Service Profit Logic

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Wiley & Sons
• 4. Aufl.
• Seitenzahl: 536
• Erscheinungstermin: 10. Juli 2015
• Abmessung: 233mm x 189mm x 30mm
• Gewicht: 865g
• ISBN-13: 9781118921449
• ISBN-10: 1118921445
• Artikelnr.: 42397277

Autorenporträt

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.

Inhaltsangabe

1 The Service and Relationship Imperative: Managing in Service Competition
2 The Nature of Services and Service Consumption, and its Customer
Management Implications 3 The Service Profit Logic and Service Management
Principles 4 Service and Relationship Quality 5 Quality Management in
Services 6 Return on Service and Relationships 7 Managing the Augmented
Service Offering 8 Managing Productivity in Service Organizations 9
Managing Marketing or Customer-Focused Management 10 Managing Integrated
Marketing Communication and Relationship Communication 11 Managing Brand
Relationships and Image 12 The Role of Social Media in Services Management
13 Customer-focused Organization: Structure, Resources and Service
Processes 14 Managing Internal Marketing: A Prerequisite for Successful
Customer Management 15 Managing Service Culture: The Internal Service
Imperative 16 Transforming a Manufacturing Firm into a Service Business 17
Conclusions: Managing Sevice and Relationships