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In Search of a New Logic for Marketing: Foundations of Contemporary Theory

In Search of a New Logic for Marketing: Foundations of Contemporary Theory

Christian Gronroos

ISBN: 978-0-470-06129-9

Mar 2008

236 pages

Select type: Paperback

In Stock

$60.95

Description

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.
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 Contemporary Marketing Theory.

Index.

  • World leading author
  • Unique collection of papers giving an alternative logic for marketing
  • Follows the Nordic School tradition