Service Management and Marketing: Management Strategies Based on Customer Relationships. 2nd Edition

Author: Kristin Gronroos (Finland)
Publisher:
Publish Date: 2002-07-01
Features: With the advent of the service economy era, services have become a powerful weapon for businesses to establish, enhance, and maintain competitive advantages. In the MBA teaching of Western developed countries, Service Management and Marketing is one of the compulsory courses. As a classic textbook, this book is a representative work of the Nordic school in the field of Service Management and Marketing, and the author has received the American Marketing Association Award. This book widely covers topics such as relationship marketing, customer perceived service quality, service productivity, integrated marketing communication, brand and image, internal marketing, market-oriented management, and service culture. It addresses the question of how businesses should enhance their core competitiveness by effectively managing broad customer relationships and implementing service differentiation strategies from the perspectives of management and marketing. This book is not only applicable to the service industry but also provides guidance for all organizations that provide products or services, such as the manufacturing sector and public sector. It is written in clear and fluent language, with rich case studies, a balanced discussion of both broad and specific aspects, and is suitable for college MBA students, faculty and students of business administration and marketing, middle-level and above managers in various organizations, customer service and marketing personnel, as well as business consultants.