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 pdf 免费 地址 txt lrf 下载 kindle umd

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 relati***hip 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 c***istently pursued the search for an alternative logic for marketing.

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 Implicati***

　Chapter 5 Marketing Services: The Case of a Missing Product

Part Two Articles on Relati***hip Marketing

　Chapter 6 Relati***hip Approach to Marketing in Service Contexts The Marketing and Organizational Behavior Interface

　Chapter 7 Quo Vadis, Marketing? Toward a Relati***hip Marketing Paradigm

　Chapter 8 Relati***hip Marketing: Challenges for the Organization

　Chapter 9 The Relati***hip Marketing Process: Communication, In***ction, Dialogue, Value

Part Three A New Logic for Marketing

　Chapter 10 Adopting a Service Logic for Marketing

Conclusion: Towards a Contemporary Marketing Theory

Index

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作者简介：

　　Christian Gronroos is Professor of Service and Relati***hip 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 Relati***hip 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.

书籍介绍

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 relati***hip marketing, which emphasize his knowledge and expertise in the field of service, and relati***hip 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 c***istently pursued the search for an alternative logic for marketing.