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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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.
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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.
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In Search of a New Logic for Marketing is a unique collection of journal articles, illustrating 30 years of Christian Grönroos’ research into service marketing and its extensions into relationship marketing. Christian Grönroos 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. The book features eight journal articles on service marketing and relationship marketing published between 1978 and 2006 in which Gönroos demonstrates how his service logic based marketing theory evolves. His scientific background is that of the Nordic School of marketing, according to which nothing is constrained under scientific paradigms. Everything can and should be challenged. The final part of the book discusses the foundations for contemporary marketing theory based on a service logic perspective. Grönroos challenges the convenience of the marketing mix metaphor and the exchange concept. He distinguishes interactions and relationships in networks as essential elements of today and introduces a promises management process, integrating several organizational functions as a backbone of contemporary marketing.
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Preface and Acknowledgements
Introduction: I Did It My Way
Marketing ? A Discipline In Crisis
PART I: ARTICLES ON SERVICE MARKETING
A Service-orientated Approach to Marketing of Services.
European Journal of Marketing, Vol. 12, No. 8, 1978, pp.
588-601
An Applied Service Marketing Theory. European Journal of
Marketing, Vol. 16, No. 7, 1982, pp. 30-41
A Service Quality Model and Its Marketing Implications.
European Journal of Marketing, Vol. 18, No. 4, 1984, pp.
36-44
Marketing Services: A Case of a Missing Product. Journal of
Business & Industrial Marketing, Vol. 13, No. 4-5, 1998,
pp. 322-338
PART II: ARTICLES ON RELATIONSHIP MARKETING
Relationship Approach to Marketing in Service Contexts: The
Marketing and Organizational Behavior Interface. Journal of
Business Research, Vol. 20, No. 1, January 1990, pp. 3-11
Quo Vadis, Marketing? Toward a Paradigm Shift in Marketing.
Journal of Marketing Management, Vol. 10, No. 5, 1994, pp.
347-360
Relationship Marketing: Challenges for the Organization.
Journal of Business Research, Vol. 46, No. 3, 1999, pp.
327-335
The Relationship Marketing Process: Communication, Interaction,
Dialogue, Value. Journal of Business & Industrial
Marketing, Vol. 19, No. 2, 2004, pp. 99-113
PART III: A NEW LOGIC FOR MARKETING
Adopting a Service Logic for Marketing. Marketing Theory,
Vol. 6, No. 3, 2006
Towards A Contemporary Marketing Theory
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Produktdetaljer
ISBN
9780470061299
Publisert
2007-01-12
Utgiver
Vendor
John Wiley & Sons Inc
Vekt
454 gr
Høyde
246 mm
Bredde
169 mm
Dybde
12 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
240
Forfatter