Service Marketing (Nordic School), Lecture 1

Topics: Marketing, Service system, Service design Pages: 3 (324 words) Published: November 6, 2012
Service Marketing
Lecture 1
Maija Rökman
Introduction
KATMAA13 is number of Service Marketing (5 ECTS/op)
Visiting Lecture Tue 18th September PhD Nina Mesiranta
Books:
Grönroos Christian
Service Management and Marketing, 2nd ed. 2002
Service Management and Marketing, 3rd ed. 2007
Gummesson Evert
Total Relationship Marketing, 2nd ed. 2002

History of Service Marketing
* 4 P’s of Philip Kotler
* Change of paradigm in marketing theory. What is the forthcoming (грядущая) one? * Nordic School
* Christian Grönroos (Finland)
* Evert Gummesson (Sweden)
* Service Dominant Logic
* Stephen L. Vargo and Robert F. Lusch (USA)

Key speakers

Stephen L. Vargo and Robert F. Lusch (USA)
Service Dominant Logic
* Relationships more that we have been thinking
* Fixed economic exchange
* Fundamental unit (основная единица) for transactions (операций) * Repeat patronage
* Core foundation premises NOT customer BUT actor (no more customers – they all are actors) A2A = actor to actor; actors = resource integrators
* Economic – social – public currency
Meaning of transaction, relational layers
* Relationships is all about co-…
Co-operation, collaboration, co-creation
* www.sdlogic.net
* How would I measure in this model?

Evert Gummesson (Sweden)
Merging relationship marketing with S-D logic and service science. * 1981 the birth of Nordic School
2001 Richard Norrman
2010 Handbook of Service Science
* Get rid of non-viable parts
* Weed out the mythology of IHIP
* Intangibility, Heterogeneity, Inseparability, Perishability * Development of technology
* Relationships marketing is interaction of networks, 30 R’s * Complexity
* A2A grand theory?
* More metrics – yes, but metrics that really imply the reality

Christian Grӧnroos (Finland)
Return-on-relationships
* Measure-effect – behavior; behavior intention
* Grönroos &...
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