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-
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* This text examines why managing the marketing function has become a responsibility for top-level executives; and why the total marketing function is spread throughout the organization and executing marketing has become a responsibility for practically everyone.
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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
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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
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Produktdetaljer
ISBN
9781118921449
Publisert
2015-07-10
Utgave
4. utgave
Utgiver
Vendor
John Wiley & Sons Inc
Vekt
862 gr
Høyde
231 mm
Bredde
183 mm
Dybde
20 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
536
Forfatter