营销学新逻辑探索

书籍目录

PrefaceIntroduction: I Did It My Way　Chapter 1  Marketing - A Discipline in CrisisPart 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 ProductPart 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, ValuePart Three A New Logic for Marketing　Chapter 10 Adopting a Service Logic for MarketingConclusion: Towards a Contemporary Marketing TheoryIndex

作者简介

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.

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