In search of a new logic for marketing : the foundation of contemporary marketing theory

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Title:

Author:

Grönroos, Christian, 1947-

ISBN:

9780470061275

9780470061299

Personal Author:

Grönroos, Christian, 1947-

Publication Information:

Hoboken, NJ : John Wiley & Sons Inc., 2007.

Physical Description:

p. cm.

Contents:

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.

Abstract:

"In Search of a New Logic for Marketing is a unique collection of journal articles, illustrating 30 years of Christian Gronroos' research into service marketing and its extensions into relationship marketing. Christian Gronroos portrays the reasons for his search and how it all began. He depicts the difficulties he encountered as a student who challenged the established truths."--BOOK JACKET.

Subject Term:

Marketing.

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip072/2006032096.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020389298	658.8001 G876.I 2007	1	Searching... Unknown

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Summary

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.