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Preface Introduction: I Did It My Way Chapter 1. Marketing ? A Discipline In Crisis PART ONE:ÿ 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: A 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 Relationship Marketing. Chapter 8. Relationship Marketing: Challenges for the Organization. Chapter 9. The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. PART THREE:ÿ A NEW LOGIC FOR MARKETING Chapter 10. Adopting a Service Logic for Marketing Conclusion: Towards Contemporary Marketing Theoryÿÿ Index.
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