Service Management and Marketing: Customer Management in Service Competition

Abstract

Preface vii 1 The Service and Relationship Imperative: Managing in Service Competition 1 2 Managing Customer Relationships: An Alternative Paradigm in Management and Marketing 23 3 The Nature of Services and Service Consumption, and its Marketing Consequences 51 4 Service and Relationship Quality 71 5 Quality Management in Services 111 6 Return on Service and Relationships 141 7 Managing the Augmented Service Offering 183 8 Service Management Principles 209 9 Managing Productivity in Service Organizations 233 10 Managing Marketing or Market-oriented Management 263 11 Managing Integrated Marketing Communication and Total Communication 303 12 Managing Brand Relationships and Image 329 13 Customer-focused Organization: Structure, Resources and Service Processes 347 14 Managing Internal Marketing: A Prerequisite for Successful Customer Management 383 15 Managing Service Culture: The Internal Service Imperative 415 16 Transforming a Manufacturing Firm into a Service Business 433 17 Conclusions: Managing Services and Relationships 453 Index 473