000			01559cam a22002054a 4500
005			20250605164330.0
008			250528s ||||||||||||||||||||||||d
035			_a23208
020			_a9780470028629
040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aService Management and Marketing
250			_a3rd
260			_bJohn Wiley & Sons, Ltd, _c2007
300			_a486
520			_aThis book examines customer management in service competition and focuses on adopting a service logic in marketing. Preface, The Service and Relationship Imperative: Managing in Service Competition, Managing Customer Relationships: An Alternative Paradigm in Management and Marketing, The Nature of Services 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 and Resources and Service Processes, Managing Internal Marketing: A Prequisite for Successful Customer Management, Managing Service Culture: The Internal Srvice Imperative, Transforming a Manufacturing Firm into a Service Business, Conclusions: Managing Services and Relationships, Index.
700	1		_aGronroos Christian _98786
942			_cBK
999			_c8237 _d8237