Written by a leading pioneer in the field, the revised and updated fourth edition of this successful text examines service management and management in service competition from the point of view of the service profit logic. It focuses on adopting service logic in the management of service firms as well as of product manufacturers which want to become service providers.
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Service Management and Marketing
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.
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