Service Management and Marketing: Customer Management in Service Competition

This is the third edition of a very successful book written by one of the leading writers and researchers in services marketing and management. Alongside the greater emphasis on the relationship approach to services marketing, this book provides a thorough update of various researches from the services marketing and relationship marketing field. It also includes new material on service recovery along with an in depth discussion of the basic ground rules and objectives of marketing. · the service and relationship imperative: managing in service competition · managing customer relationships: an alternative paradigm in management and marketing · the nature of services and service 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, resources and service processes · managing internal marketing: a prerequisite for successful customer management · managing service culture: the internal service imperative · transforming a manufacturing firm into a service business · conclusions: managing services and relationships