Service Management and Marketing : A Customer Relationship
Service Management and Marketing : A Customer Relationship Management Approach, 2nd Edition
“Grönroos presents the most scholarly and provocative examination of services marketing that I have seen in our literature. This book is guaranteed to challenge company ideas on how services should be managed and the role they play in defining a company’s competitive strength and profitability. Grönroos continues as one of services marketing’s most original thinkers.”
Philip Kotler S.C Johnson Son Distinguished Professor of International Marketing, J. L. Kellog Graduate School of Management Northwestern University “Grönroos is one of the world’s foremost experts on this topic. This new book will be eagerly read by many.”
Stephen W. Brown PhD Edward M. Carson Chair in Services Marketing, Professor and Director, Center for Services Marketing Management, Arizona State University “Service Marketing and Management is exceptionally good! It is the most comprehensive and integrative textbook in the field. And the real icing on the cake is its unique customer relationship manag
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A different approach to service management,
This book embodies the Scandanvian school of thought in service management, both of which bring a fresh perspective on many issues (aside from the American viewpoint). The book takes you beyond the traditional view of services that emerged from marketing and operations books (whose primary subject was the manufacturing and consumer goods industry with services being an exception than the rule) to a bona fide service-oriented perspective on everything from the definition of services, service quality (beyond the traditional SERVQUAL Quality Gap Model), productivity in services, and “Return on Service” (measuring value for the customer), and the service production function. One way I measure the value of a book is the amount of highlighter ink I leave behind on the pages (or strips of yellow sticky paper). I highlight text only when it provides additional insight or learning. My used copy of this book has quite a bit of highlighting on it so it isn’t going to fetch a good resale price here on Amazon.com.
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|Academicly solid as well as practical!,
Surprised that there is no other review on this book. I bought it when the 2nd edtion was just in out while doing a masters degree in business administration. It helped me to do an assignment on market focussed management. It goes much further than many standard “hype type” of textbooks on CRM. It makes customer focus operational but still bases it on solid acadamic knowledge.
No doubt that this book will be of value just as long as the first edition!
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