Service Management and Marketing

In the fourth edition of Service Management and Marketing, renowned pioneer Christian Gronroos presents an in-depth exploration of service management and marketing through the lens of the service profit logic. The book carefully examines how service-oriented strategies have evolved, emphasizing the roles of top management and cross-department collaboration in today’s competitive environment. With a strong focus on customer-centric and outside-in thinking, it provides a robust framework for understanding and managing organizations as service businesses. Drawing on decades of experience and current academic research, Gronroos offers clear insights into how both service firms and traditional product manufacturers can adapt to meet the ever-changing demands of customers. Enhanced by a rich array of examples and supplementary YouTube video lectures corresponding to each chapter, this updated edition equips professionals with the necessary tools to thrive in the service-based economy.