Managing service firms
Subtitle: the power of managerial marketing
By: by Per Skalen.
Series: Routledge interpretive marketing research -- v. 11
Publisher: Routledge
Published: 2010
Place of publication: New York, NY
Language: eng
Number of pages: 198
ISBN-13: 9780415473262
Subjects: Service industries; Marketing -- Management
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction; title: Power and marketing; title: The bureaucratic organization and the reactive employee; title: I want to help you? : the power of market and service orientation; title: The power/knowledge of service quality and coaching; title: The managerial rationality of relationship marketing; title: From prescribing marketing practices to studying marketing as practice.