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.…mehr
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.
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.
Inhaltsangabe
Preface and Acknowledgements Introduction: I Did It My Way Marketing - A Discipline In Crisis PART I: ARTICLES ON SERVICE MARKETING A Service-orientated Approach to Marketing of Services. European Journal of Marketing Vol. 12 No. 8 1978 pp. 588-601 An Applied Service Marketing Theory. European Journal of Marketing Vol. 16 No. 7 1982 pp. 30-41 A Service Quality Model and Its Marketing Implications. European Journal of Marketing Vol. 18 No. 4 1984 pp. 36-44 Marketing Services: A Case of a Missing Product. Journal of Business & Industrial Marketing Vol. 13 No. 4-5 1998 pp. 322-338 PART II: ARTICLES ON RELATIONSHIP MARKETING Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface. Journal of Business Research Vol. 20 No. 1 January 1990 pp. 3-11 Quo Vadis Marketing? Toward a Paradigm Shift in Marketing. Journal of Marketing Management Vol. 10 No. 5 1994 pp. 347-360 Relationship Marketing: Challenges for the Organization. Journal of Business Research Vol. 46 No. 3 1999 pp. 327-335 The Relationship Marketing Process: Communication Interaction Dialogue Value. Journal of Business & Industrial Marketing Vol. 19 No. 2 2004 pp. 99-113 PART III: A NEW LOGIC FOR MARKETING Adopting a Service Logic for Marketing. Marketing Theory Vol. 6 No. 3 2006 Towards A Contemporary Marketing Theory
Preface and Acknowledgements Introduction: I Did It My Way Marketing - A Discipline In Crisis PART I: ARTICLES ON SERVICE MARKETING A Service-orientated Approach to Marketing of Services. European Journal of Marketing Vol. 12 No. 8 1978 pp. 588-601 An Applied Service Marketing Theory. European Journal of Marketing Vol. 16 No. 7 1982 pp. 30-41 A Service Quality Model and Its Marketing Implications. European Journal of Marketing Vol. 18 No. 4 1984 pp. 36-44 Marketing Services: A Case of a Missing Product. Journal of Business & Industrial Marketing Vol. 13 No. 4-5 1998 pp. 322-338 PART II: ARTICLES ON RELATIONSHIP MARKETING Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface. Journal of Business Research Vol. 20 No. 1 January 1990 pp. 3-11 Quo Vadis Marketing? Toward a Paradigm Shift in Marketing. Journal of Marketing Management Vol. 10 No. 5 1994 pp. 347-360 Relationship Marketing: Challenges for the Organization. Journal of Business Research Vol. 46 No. 3 1999 pp. 327-335 The Relationship Marketing Process: Communication Interaction Dialogue Value. Journal of Business & Industrial Marketing Vol. 19 No. 2 2004 pp. 99-113 PART III: A NEW LOGIC FOR MARKETING Adopting a Service Logic for Marketing. Marketing Theory Vol. 6 No. 3 2006 Towards A Contemporary Marketing Theory
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