Christian (Swedish School of Economics, Helsinki) Gronroos,
Christian Gronroos
In Search of a New Logic for Marketing
Foundations of Contemporary Theory
Paperback Engels 2007 9780470061299
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
The 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.
Specificaties
ISBN13:9780470061299
Taal:Engels
Bindwijze:paperback
Aantal pagina's:236
Uitgever:John Wiley & Sons
Hoofdrubriek:Reclame en verkoop, Algemeen management
Lezersrecensies
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Inhoudsopgave
Preface.
<p>Introduction: I Did It My Way.</p>
<p>Chapter 1. Marketing – A Discipline In Crisis.</p>
<p>PART ONE: ARTICLES ON SERVICE MARKETING.</p>
<p>Chapter 2. A Service–orientated Approach to Marketing of Services.</p>
<p>Chapter 3. An Applied Service Marketing Theory.</p>
<p>Chapter 4. A Service Quality Model and Its Marketing Implications.</p>
<p>Chapter 5. Marketing Services: The Case of a Missing Product.</p>
<p>PART TWO: ARTICLES ON RELATIONSHIP MARKETING.</p>
<p>Chapter 6. Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface.</p>
<p>Chapter 7. Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm.</p>
<p>Chapter 8. Relationship Marketing: Challenges for the Organization.</p>
<p>Chapter 9. The Relationship Marketing Process: Communication, Interaction, Dialogue, Value.</p>
<p>PART THREE: A NEW LOGIC FOR MARKETING.</p>
<p>Chapter 10. Adopting a Service Logic for Marketing.</p>
<p>Conclusion: Towards Contemporary Marketing Theory.</p>
<p>Index.</p>
<p>Introduction: I Did It My Way.</p>
<p>Chapter 1. Marketing – A Discipline In Crisis.</p>
<p>PART ONE: ARTICLES ON SERVICE MARKETING.</p>
<p>Chapter 2. A Service–orientated Approach to Marketing of Services.</p>
<p>Chapter 3. An Applied Service Marketing Theory.</p>
<p>Chapter 4. A Service Quality Model and Its Marketing Implications.</p>
<p>Chapter 5. Marketing Services: The Case of a Missing Product.</p>
<p>PART TWO: ARTICLES ON RELATIONSHIP MARKETING.</p>
<p>Chapter 6. Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface.</p>
<p>Chapter 7. Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm.</p>
<p>Chapter 8. Relationship Marketing: Challenges for the Organization.</p>
<p>Chapter 9. The Relationship Marketing Process: Communication, Interaction, Dialogue, Value.</p>
<p>PART THREE: A NEW LOGIC FOR MARKETING.</p>
<p>Chapter 10. Adopting a Service Logic for Marketing.</p>
<p>Conclusion: Towards Contemporary Marketing Theory.</p>
<p>Index.</p>
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Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan