Table of contents for In search of a new logic for marketing : the foundation of contemporary marketing theory / Christian Gronroos.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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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.

Library of Congress Subject Headings for this publication:

Marketing.