Library of American University of Madaba
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Skalen, Per.
Managing service firms : the power of managerial marketing / Per Skalen. - New York : Routledge, 2010. - xii, 185 p. : ill. ; 24 cm. - Routledge interpretive marketing research ; 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
Service industries.
Marketing--Management.
HD9980.5 / .S55 2010
658.8 / S626
Managing service firms : the power of managerial marketing / Per Skalen. - New York : Routledge, 2010. - xii, 185 p. : ill. ; 24 cm. - Routledge interpretive marketing research ; 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
Service industries.
Marketing--Management.
HD9980.5 / .S55 2010
658.8 / S626