营销学新逻辑探索：当代市场营销理论基础 In Search of a New Logic for Marketing
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作者： Christian Gronroos著
出 版 社： John Wiley & Sons
出版时间： 2007-8-1字数：版次： 1页数： 223印刷时间： 2007/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470061299包装： 平装编辑推荐
作者简介：
Christian Gronroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economics 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. Gr6nroos 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.
内容简介
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.
目录
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 a Contemporary Marketing Theory
Index
