In Search of a New Logic for Marketing. Foundations of Contemporary Theory

  • ID: 2242376
  • Book
  • 236 Pages
  • John Wiley and Sons Ltd
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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.

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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Christian Gronroos
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