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 Contemporary Marketing Theory.

Index.