Managing service firms the power of managerial marketing
Skalen, Per
Managing service firms the power of managerial marketing - London Routledge 2010 - xii,185p. 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
2009040648
Service industries.
Marketing--Management.
HD9980.5 / .S55 2010
658.8 / SK-M
Managing service firms the power of managerial marketing - London Routledge 2010 - xii,185p. 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
2009040648
Service industries.
Marketing--Management.
HD9980.5 / .S55 2010
658.8 / SK-M