Managing service firms : the power of managerial marketing /
Skålén, Per.
Managing service firms : the power of managerial marketing / Per Skålén. - New York : Routledge, 2010. - xii, 185 p. : ill. ; 24 cm. - Routledge interpretive marketing research ; 11 . - Routledge interpretive marketing research series ; 11. .
Includes bibliographical references and index.
Introduction -- Power and marketing -- The bureaucratic organization and the reactive employee -- 'I want to help you' : the power of market and service orientation -- The power/knowledge of service quality and coaching -- The managerial rationality of relationship marketing -- From prescribing marketing practices to studying marketing as practice.
9780415473262 0415473268
40017881589
2009040648
Service industries.
Marketing--Management.
658.8 SKA
Managing service firms : the power of managerial marketing / Per Skålén. - New York : Routledge, 2010. - xii, 185 p. : ill. ; 24 cm. - Routledge interpretive marketing research ; 11 . - Routledge interpretive marketing research series ; 11. .
Includes bibliographical references and index.
Introduction -- Power and marketing -- The bureaucratic organization and the reactive employee -- 'I want to help you' : the power of market and service orientation -- The power/knowledge of service quality and coaching -- The managerial rationality of relationship marketing -- From prescribing marketing practices to studying marketing as practice.
9780415473262 0415473268
40017881589
2009040648
Service industries.
Marketing--Management.
658.8 SKA