O This text examines why managing the marketing function has become a responsibility for top-level executives; and why the total marketing function is spread throughout the organization and executing marketing has become a responsibility for practically everyone. O Describes the nature and scope of market-oriented management in service competition O Takes a management approach and strategic focus O Draws from a wide base of international research and provides numerous examples.
1 The Service and Relationship Imperative: Managing in Service Competition 2 The Nature of Services and Service Consumption, and its Customer Management Implications 3 The Service Profit Logic and Service Management Principles 4 Service and Relationship Quality 5 Quality Management in Services 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 The Role of Social Media in Services Management 13 Customer-focused Organization: Structure, Resources and Service Processes 14 Managing Internal Marketing: A Prerequisite for Successful Customer Management 15 Managing Service Culture: The Internal Service Imperative 16 Transforming a Manufacturing Firm into a Service Business 17 Conclusions: Managing Sevice and Relationships
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