Per Skålén

Managing Service Firms (eBook, ePUB)

The Power of Managerial Marketing

• Format: ePub

Produktbeschreibung

Based on a conceptual analysis of marketing texts and a case study of a service firm that utilizes innovative approaches to managing organizations, this book presents a critical examination of marketing as a managerial practice.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 198
• Erscheinungstermin: 13. April 2011
• Englisch
• ISBN-13: 9781136990953
• Artikelnr.: 42984053

Autorenporträt

Per Skålén is Associate Professor of Business Administration at the Service Research Center, Karlstad University, Sweden. He is the co-author of Marketing Discourse - A Critical Perspective (with Martin Fougére and Markus Fellesson), also published by Routledge.

Inhaltsangabe

Preface 1. Introduction 2. Power and Marketing 3. The Bureaucratic
Organization and the Reactive Employee 4. 'I Want To Help You': The Power
of Market and Service Orientation 5. The Power/Knowledge of Service Quality
and Coaching 6. The Managerial Rationality of Relationship Marketing
7. From Prescribing Marketing Practices to Studying Marketing as Practice.
Appendix: Methodology and Methods. Notes. Bibliography. Index