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.
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.