"Professor Grönroos presents the most scholarly and provocative examination of services marketing. This book will challenge companies to rethink how they should manage their services in building their competitive strength and profitability. Grönroos continues as one of service marketing s most original and able thinkers." Philip Kotler , S. C. Johnson Distinguished Professor of International Marketing J.L. Kellogg School of Management, Northwestern University "Christian Grönroos is a globally recognized expert on services management and marketing. His innovative thinking and writing in this…mehr
"Professor Grönroos presents the most scholarly and provocative examination of services marketing. This book will challenge companies to rethink how they should manage their services in building their competitive strength and profitability. Grönroos continues as one of service marketing s most original and able thinkers." Philip Kotler , S. C. Johnson Distinguished Professor of International Marketing J.L. Kellogg School of Management, Northwestern University "Christian Grönroos is a globally recognized expert on services management and marketing. His innovative thinking and writing in this book offer fresh insights on this timely topic." Stephen W. Brown , PhD, Carson Chair, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University "After three decades of contributions to services, Grönroos keeps pioneering the field. In this new edition he recognizes the dramatic changes in the perception of service that are in the making. It is a creative book which does not just list various service issues but adds the author s personal touch to each of them." Professor Evert Gummesson , Stockholm University School of Business, Sweden This fully updated third edition examines customer management in service competition and focuses on adopting a service logic in marketing. Christian Grönroos explains how to manage any organization as a service business, showing how to move closer to current and future customers. The service logic is all about customer focused management and service management, using current academic research and business practice to make organizations more successful. Topics that have been updated for the new edition include: Service and relationship perspectives Service and relationship quality Service management principles Profitability and productivity in services Integrated marketing communication Relationship communication and branding in services Internal marketing and service culture Why and how to transform a product manufacturing firm into a service business
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Autorenporträt
Christian Grönroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economics and Business Administration, Finland. He is also the Chairman of the board of its research and knowledge centre CERS - Centre for Relationship Marketing and Service Management.
Professor Grönroos' visiting professor or visiting scholar associations include Arizona State University, Stanford University, Lund University and Karlstad University, Sweden, University of Auckland, New Zealand, Nankai University, P.R.China, and Thammasat University, Thailand.
Inhaltsangabe
Preface.
* 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.
