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· 제목 : Managing Service Firms : The Power of Managerial Marketing (Hardcover)
· 분류 : 외국도서 > 경제경영 > 관리
· ISBN : 9780415473262
· 쪽수 : 198쪽
· 출판일 : 2010-04-12
· 분류 : 외국도서 > 경제경영 > 관리
· ISBN : 9780415473262
· 쪽수 : 198쪽
· 출판일 : 2010-04-12
목차
Preface 1: Introduction 2: Power and Marketing 3: The Bureaucratic Organization and the Reactive Employee 4: ‘I Want To Help You’: The Power of Market and Service Orientation 5: The Power/Knowledge of Service Quality and Coaching 6: The Managerial Rationality of Relationship Marketing 7: From Prescribing Marketing Practices to Studying Marketing as Practice Appendix: Methodology and Methods Notes Bibliography Index
