Managing Service Firms: The Power of Managerial Marketing (Routledge Interpretive Marketing Research)

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Volume info:
Series: Routledge Interpretive Marketing Research
Periodical:
Author: Per Skålén
Year: 2010
Edition: 1
Publisher: Routledge
City:
Pages: 198
PagesInFile: 198
Language: English
Topic: Business > Marketing: Advertising
Library:
Library issue: 2011 12 30

Commentary:
DPI: 0
Color:
Cleaned:
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Paginated:
Scanned: 0
Bookmarked:
Searchable: 1

Identifiers:

ISBN: 0415473268,9780415473262
ISSN:
ASIN:
UDC:
LBC:
DDC: 658.8
LCC: HD9980.5 .S55 2010
DOI:
Googlebook id: Onam4cWPfPQC
Openlibrary id: OL23834151M

CRC32: 21275C9F
SHA1: PFMQJWG2PR4MFOQJHFUD3PXBCKHVNIQ4
SHA256: 2E782E90D040708072D97A041C8CD0C3E38392578F0BBF73D8A710A9F4F3271A
MD5: fcc0a1e877c8e76807d20f360874c9db

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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. Sk?l?n 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. Sk?l?n 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.

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