Home » Business & Finance » Per Skålén » Managing Service Firms

July 12 , 2007

Managing Service Firms

The Power of Managerial Marketing


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. Skålén 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.

Skålén 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.

How to download book

Buy this book

You can buy this book now only for $53.99. This is the lowest price for this book.

Buy book

Download book free

If you want to download this book for free, please register, approve your account and get one book for free.


After that you may download book «Managing Service Firms»:

Download Mobi:

Download FB2:


Download ePUB 2: