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Managing Service Firms : The Power of Managerial Marketing. サービス企業を管理する －マネジリアル・マーケティングの力－
・ISBN 978-0-415-47326-2 2010 hard GB£ 67.99
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・ISBN 978-1-138-86412-2 2015 paper GB£ 18.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-85449-5
| 著者・編者 | Skålén, Per, |
|---|---|
| シリーズ | Routledge Interpretive Marketing Research |
| 出版社 | (Routledge, UK) |
| ページ数 | 198 pp. |
| 言語 | ENG |
| ニュース番号 | ＜559-690＞ |
解説
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.