In Search of a New Logic for Marketing

Christian Grönroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economic and Business Administration in Finland. He is also the Chairman of the board of its research and knowledge centre, CERS – Centre for Relationship Marketing and Service Management. He is the author of the best-selling textbook Service Management and Marketing – now in its third edition. Grönroos is a pioneer in his field and is one of the first to be associated with the term ‘service management’ to describe market-oriented management. He also introduced the concept of ‘service competition’ to describe modern service and information technology driven competition.

• 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.