Introduction : I did it my way -- Ch. 1. Marketing - a discipline in crisis -- Ch. 2. A service-orientated approach to marketing of services -- Ch. 3. An applied service marketing theory -- Ch. 4. A service quality model and its marketing implications -- Ch. 5. Marketing services : the case of a missing product -- Ch. 6. Relationship approach to marketing in service contexts : the marketing and organizational behavior interface -- Ch. 7. Quo vadis, marketing? : toward a relationship marketing paradigm -- Ch. 8. Relationship marketing : challenges for the organization -- Ch. 9. The relationship marketing process : communication, interaction, dialogue, value -- Ch. 10. Adopting a service logic for marketing -- Conclusion : towards a contemporary marketing theory.