Service Marketing (Nordic School), Lecture 1
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 &
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 &