营销学新逻辑探索

出版时间：2007-8  出版社：John Wiley & Sons  作者：Christian Gronroos  页数：223  

内容概要

In Search of a New Logic for Marketing features 9 previously published journal articles written by Christian Grönroos between 1979 to-date. Four of the articles are on service marketing and four on relationship marketing. 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.

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