Service Management and Marketing

Managing the Service Profit Logic

Christian Gronroos

• Publisher: Wiley
• Year: 2016
• Print ISBN:
  9781118921449
• Edition: 4
• eBook ISBN:
  9781119092858
• Topic: Business
• Subtopic: Sales
• Index: Business

• 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.
• Describes the nature and scope of market-oriented management in service competition
• Takes a management approach and strategic focus
• Draws from a wide base of international research and provides numerous examples.

Table of contents

• Cover
• Title Page
• Copyright Page
• Contents
• Preface
• 1 The Service and Relationship Imperative: Managing in Service Competition
• 2 The Nature of Service 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 Service
• 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 Social Media in Service Management and Marketing Written by Johanna Gummerus
• 13 Customer-Focused Organization: Structure, Resources and Service Processes
• 14 People Management: Internal Marketing as 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 Service and Relationships
• Index
• EULA