Cover Image

Managing service firms : the power of managerial marketing /

Show other versions (1)
Bibliographic Details
Main Author: Skålén, Per
Format: Book
Language:English
Published: New York : Routledge, 2010.
Series:Routledge interpretive marketing research series ; 11.
Subjects:
Service industries.
Marketing > Management.
Table of Contents:
  • 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.