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Gronroos, Christian

Service management and marketing: customer management in service competition - 3rd - New Delhi Wiley India Pvt. Ltd. 2016 - x, 483 p.

Table of Content

The Service And Relationship Imperative: Managing In Service Competition

· Managing Customer Relationships: An Alternative Paradigm In Management And Marketing

· The Nature Of Services And Service Consumption, And Its Marketing Consequences

· Service And Relationship Quality

· Quality Management In Services

· Return On Service And Relationships

· Managing The Augmented Service Offering

· Service Management Principles

· Managing Productivity In Service Organizations

· Managing Marketing Or Market-Oriented Management

· Managing Integrated Marketing Communication And Total Communication

· Managing Brand Relationships And Image

· Customer-Focused Organization: Structure, Resources And Service Processes

· Managing Internal Marketing: A Prerequisite For Successful Customer Management

· Managing Service Culture: The Internal Service Imperative

· Transforming A Manufacturing Firm Into A Service Business

· Conclusions: Managing Services And Relationships

The book contains fully updated researches from the services marketing and relationship marketing field. It also includes new material on service recovery along with an in depth discussion of the basic ground rules and objectives of marketing.

ISBN: 9788126512874

Subjects--Topical Terms:
Service industries--Marketing
Customer services

Dewey Class. No.: 658.8 / GRO