Customer Reviews

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

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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.

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!