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Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented management and analyzes the impact that service- dominated competition has had and will continue to have on management thinking and decision making. He includes practical advice on how to cope with specific situations relative to the consumptive process. Annotation copyrighted by Book News, Inc., Portland, OR
Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented man
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
"Professor Grönroos presents the most scholarly and provocative examination of services marketing. This book will challenge companies to rethink how they shoul
This text provides an overview of the characteristics and underlying principles of delivering services in today's marketplace, and places these issues in the co