Detalles de la obra

Título:
Service management and marketing
Subtítulo:
managing the service profit logic
Autor(es):
Grönroos, Christian
Pie de imprenta:
Chichester: John Wiley & Sons, c2015
Edición:
4th.ed.
Descripción física:
ix, 522 p. diagrs., grafs. 24 x 19 cm.
Idioma:
Inglés
ISBN:
978-1-118-92144-9
Resumen:
Contiene: 1. The service and relationship imperative: managing in service competition.- 2. The nature of service and service consumption and it´s customer management implications.- 3. The service profit logic and service management principles.- 4. Service and realtionship 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.- 13. Customer-focused organization: structure, resources and service processes.- 14. People management: internal marketing as a prerequisite for succesful 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.
Referencias bibliográficas:
Incluye Bibliografía
Ubicación física:
658.834 2 / GRÖser 4th.ed.
Tipo de material:
[Material Impreso]