Service Management and Marketing Managing the Service Profit Logic 4th Edition by Christian Grönroos ISBN 1118921445 978-1118921449

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Product details:

ISBN 10: 1118921445
ISBN 13: 978-1118921449
Author: Christian Grönroos

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.

Service Management and Marketing Managing the Service Profit Logic 4th Table of contents:

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

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Tags: Christian Grönroos, Service Management, Marketing Managing, Service Profit