{"product_id":"in-search-of-a-new-logic-for-marketing-foundations-of-contemporary-theory-paperback-softback-9780470061299","title":"In Search of a New Logic for Marketing; Foundations of Contemporary Theory (Paperback \/ softback) 9780470061299","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eIn Search of a New Logic for Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eFoundations of Contemporary Theory\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eChristian Gronroos (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470061299, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 12 January 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e240 pages\u003cbr\u003e24.6 x 16.8 x 1.2 cm, 0.454 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThe book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePreface.  \u003cp\u003eIntroduction: I Did It My Way.\u003c\/p\u003e \u003cp\u003eChapter 1. Marketing - A Discipline In Crisis.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE: ARTICLES ON SERVICE MARKETING.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 2. A Service-orientated Approach to Marketing of Services.\u003c\/p\u003e \u003cp\u003eChapter 3. An Applied Service Marketing Theory.\u003c\/p\u003e \u003cp\u003eChapter 4. A Service Quality Model and Its Marketing Implications.\u003c\/p\u003e \u003cp\u003eChapter 5. Marketing Services: The Case of a Missing Product.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO: ARTICLES ON RELATIONSHIP MARKETING.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 6. Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface.\u003c\/p\u003e \u003cp\u003eChapter 7. Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm.\u003c\/p\u003e \u003cp\u003eChapter 8. Relationship Marketing: Challenges for the Organization.\u003c\/p\u003e \u003cp\u003eChapter 9. The Relationship Marketing Process: Communication, Interaction, Dialogue, Value.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE: A NEW LOGIC FOR MARKETING.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 10. Adopting a Service Logic for Marketing.\u003c\/p\u003e \u003cp\u003eConclusion: Towards Contemporary Marketing Theory.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52256964280600,"sku":"9780470061299","price":41.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470061299.jpg?v=1781275551","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/in-search-of-a-new-logic-for-marketing-foundations-of-contemporary-theory-paperback-softback-9780470061299","provider":"Freshly Printed Books","version":"1.0","type":"link"}