Read Managing Service Firms: The Power of Managerial Marketing

Managing Service Firms: The Power of Managerial Marketing

Per Skalen

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Description:Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this book presents a critical examination of marketing as a managerial practice. Skalen focuses in particular on the managerial research tradition and managerial practice referred to as service marketing (sometimes service management), which is seen as a 'dominant managerial logic' by many marketing scholars.Skalen analyzes the governmentality of service marketing through textual representations of managerial marketing and a case study of a service organization. Based on the former, the author argues that managerial marketing has always promoted and fostered customer orientation as the main governmental rationality and that this rationality in service marketing targets human beings more exclusively than previously. This book contributes to critical marketing research since this research tradition lacks studies of empirical responses to managerial marketing which articulate a radical social critique.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Managing Service Firms: The Power of Managerial Marketing. To get started finding Managing Service Firms: The Power of Managerial Marketing, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

Pages: 198

Format: PDF, EPUB & Kindle Edition

Publisher: Routledge

Release: 2011

ISBN: 1136990917

Description: Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this book presents a critical examination of marketing as a managerial practice. Skalen focuses in particular on the managerial research tradition and managerial practice referred to as service marketing (sometimes service management), which is seen as a 'dominant managerial logic' by many marketing scholars.Skalen analyzes the governmentality of service marketing through textual representations of managerial marketing and a case study of a service organization. Based on the former, the author argues that managerial marketing has always promoted and fostered customer orientation as the main governmental rationality and that this rationality in service marketing targets human beings more exclusively than previously. This book contributes to critical marketing research since this research tradition lacks studies of empirical responses to managerial marketing which articulate a radical social critique.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Managing Service Firms: The Power of Managerial Marketing. To get started finding Managing Service Firms: The Power of Managerial Marketing, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Managing Service Firms: The Power of Managerial Marketing

Managing Service Firms: The Power of Managerial Marketing

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