Service Management and Marketing : A Customer Relationship Management Approach, 2nd Edition [Paperback]

Christian Grönroos (Author), Christian Gronroos (Author)

Book Description

Publication Date: September 6, 2000 | ISBN-10: 0471720348 | ISBN-13: 978-0471720348 | Edition: 2

A service can be defined as any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything. Services encompass a very wide range of activities e.g health care, education, tourism, insurance and finance. This is the second edition of a very successful book written by one of the leading writers and researchers in services marketing and management. The most important change in this new edition is a greater emphasis on the relationship approach to services marketing.

CONTENTS: 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 Services 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; Managing Service Culture: The Internal Service Imperative; Conclusions.

Editorial Reviews

Review

"Gronroos 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. Gronroos continues as one of services marketing's most original thinkers.", Philip Kotler, Kellogg Graduate School of Management, , #"Gronroos 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 and Management, Arizona State University#"'Service Management and Marketing' 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 management perspective to service marketing.", Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Emory University#

Review

'Gr?nroos 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. Gr?nroos 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

'Gr?nroos 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 Management and Marketing 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 management perspective to service marketing.--JAGDISH N. SHETH, Charles H. Kellstadt Professor of Marketing Emory University

See all Editorial Reviews

Product Details

• Paperback: 404 pages
• Publisher: Wiley; 2 edition (September 6, 2000)
• Language: English
• ISBN-10: 0471720348
• ISBN-13: 978-0471720348
• Product Dimensions: 9.5 x 6.6 x 1 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,194,683 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars A different approach to service management, May 28, 2006

By 

M. Iqbal (Rockville, MD USA) - See all my reviews
(REAL NAME)   

This review is from: Service Management and Marketing : A Customer Relationship Management Approach, 2nd Edition (Paperback)

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.

2 of 4 people found the following review helpful:

5.0 out of 5 stars Academicly solid as well as practical!, March 15, 2003

By 

Eric Hendriks (Marum Netherlands) - See all my reviews

This review is from: Service Management and Marketing : A Customer Relationship Management Approach, 2nd Edition (Paperback)

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!