Service Management and Marketing
A Customer Relationship Management Approach
Résumé
Contents
- 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.
- Principles of Service Management.
- Managing Service Productivity.
- Managing Marketing or Market-Oriented Management.
- Managing Total Integrated Marketing
Communication.
- Managing Brand Relationships and Image.
- Market-Oriented Organization: Structure, Resources and
Service Processes.
- Managing Internal Marketing: A Prerequisite for
Successfully Managing Customer Relationships.
- Managing Service Culture: The Internal Service
Imperative.
- Conclusions: Managing Relationships and the Six Rules
of Service.
- Index.
L'auteur - Christian Gronroos
Christian Gronroos (Hanken, Swedish School of Economics
and Business Administration, Finland)
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Wiley |
Auteur(s) | Christian Gronroos |
Parution | 01/07/2000 |
Nb. de pages | 393 |
Format | 16,8 x 24,5 |
Couverture | Broché |
Poids | 690g |
Intérieur | Noir et Blanc |
EAN13 | 9780471720348 |
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