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Managing service firms : the power of managerial marketing /

by Skalen, Per.
Series: Routledge interpretive marketing research ; . 11 Published by : Routledge, (New York :) Physical details: xii, 185 p. : ill. ; 24 cm. ISBN: 0415473268 Subject(s): Service industries. | Marketing %Management. Year: 2010
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library 658.8 S626 (Browse Shelf) Available JBC/2011/11367
Book Book AUM Main Library 658.8 S626 (Browse Shelf) Available JBC/2011/11367

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.

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