| Publisher | Liber AB |
| Language | Swedish |
| Book type | Paperback |
| Utgiven | 1998-10-21 |
| Edition | 3 |
| Pages | 200 |
| ISBN | 9789147043897 |
| Kategori(er) |
Business, Economics & Management ↳ Marketing |
Boken förmedlar teori och praktik om extern och intern marknadsföring av tjänster. Det tjänsteorienterade synsätt och de modeller som beskrivs i boken är till hjälp vid utveckling av ett marknadsorienterat sätt att tänka också vid "business-to-business".
I den tredje upplagan har det tillkommit ett kapitel om relationsmarknadsföring och ett kapitel om hurvida service verkligen lönar sig.
Christian Grönroos arbetar som professor i marknadsföring vid Svenska Handelshögskolan i Helsingfors
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