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In Search of a New Logic for Marketing features 9 previously published journal articles written by Christian Grönroos between 1979 to-date. Four of the articles are on service marketing and four on relationship marketing. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.

Preface

Introduction: I Did It My Way

　Chapter 1 Marketing - A Discipline in Crisis

Part One Articles on Service Marketing

　Chapter 2 A Service-Orientated Approach to Marketing of Services

　Chapter 3 An Applied Service Marketing Theory

　Chapter 4 A Service Quality Model and its Marketing Implications

　Chapter 5 Marketing Services: The Case of a Missing Product

Part Two Articles on Relationship Marketing

　Chapter 6 Relationship Approach to Marketing in Service Contexts The Marketing and Organizational Behavior Interface

　Chapter 7 Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm

　Chapter 8 Relationship Marketing: Challenges for the Organization

　Chapter 9 The Relationship Marketing Process: Communication, Interaction, Dialogue, Value

Part Three A New Logic for Marketing

　Chapter 10 Adopting a Service Logic for Marketing

Conclusion: Towards a Contemporary Marketing Theory

Index

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作者简介：

　　Christian Gronroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economics and Business Administration in Finland. He is also the Chairman of the board of its research and knowledge centre, CERS - Centre for Relationship Marketing and Service Management. He is the author of the best-selling textbook Service Management and Marketing - now in its third edition. Gr6nroos is a pioneer in his field and is one of the first to be associated with the term 'service management' to describe market-oriented management.

书籍介绍

The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.