Table of contents for Service management and marketing : a customer relationship management approach / Christian Gronroos.


Bibliographic record and links to related information available from the Library of Congress catalog


Information from electronic data provided by the publisher. May be incomplete or contain other coding.


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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. 
 Principles of Service Management. 
 Managing Service Productivity. 
 Managing Marketing or Market-oriented Management. 
 Managing Total Integrated Marketing Communication. 
 Managing Brand Relationships and Image. 
 Market-oriented Organization: Structure, Resources and Service Processes. 
 Managing Internal Marketing: A Prerequisite for Successfully Managing Customer Relationships. 
 Managing Service Culture: The Internal Service Imperative. 
 Conclusions: Managing Relationships and the Six Rules of Service. 
 Index. 


Library of Congress subject headings for this publication: Service industries Marketing, Customer services