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Book synopsis

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. Describes the nature and scope of market-oriented management in service competition Takes a management approach and strategic focus Draws from a wide base of international research and provides numerous examples.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Service Management and Marketing - Managing the Service Profit Logic 4e
• Author: Christian Gronroos
• Language: English
• Binding: Paperback
• Number of pages: 536
• EAN: 9781118921449
• ISBN: 1118921445
• ID: 04953069
• Publisher: John Wiley & Sons Inc
• Weight: 1058 g
• Dimensions: 237 × 189 × 22 mm
• Date of publishing: 10. July 2015

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