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Service Management and Marketing
Managing the Service Profit Logic
Christian Gronroos
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- 536 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Service Management and Marketing
Managing the Service Profit Logic
Christian Gronroos
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About This Book
- 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.
- Describes the nature and scope of market-oriented management in service competition
- Takes a management approach and strategic focus
- Draws from a wide base of international research and provides numerous examples.
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