Service management & marketing (3^rd Ed.)

All chapters have been fully updated to include up to date research from the services marketing and relationship marketing field. New material on service recovery is included 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.